Data Analysis from the Printed to Digital Advertising of Hotels and Travel Agencies in Greece of the Twenty-First Century

  • Constantinos HalkiopoulosEmail author
  • Aris Koumparelis
  • Agis Konidaris
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


This article examines the transition of the promotion of Hotels and Travel Agencies in Greece from the printed to the digital age. To this end, a significant number of printed publications and, respectively, a significant number of sites are being examined in the period from 2000 to 2019. The collected advertising data are analyzed and transformed to assume suitable form for the execution of the respective machine-learning algorithms provided by the Weka Project. This inquiry seeks to compare the versatility of print and digital communication and, indirectly, to draw conclusions, at a practical level, the effectiveness of these two means of communication. However, the comparison of these two instruments is not limited to the wording of the differences and possibilities observed between them, but also to the conspicuousness of these differences in relation to marketing theory, the transition and, ultimately, its evolution from the conventional to his digital speech. Thus, in spite of the use of logical “polygraphism” expressed by complex image and text reading (in advertisements and webpages) or even logic of “visual sociology” for the scientist, the theoretical framework of the study is based on “hotel marketing” whose content is constantly enriched by “digital marketing”.


Printed advertisements Digital marketing Data analysis Visual diversity Textual diversity Weka 

JEL Classification

Z 32 


  1. Au, N., & Ekiz, E. (2009). Issues and opportunities of internet hotel marketing in developing companies. Journal of Travel & Tourism Marketing, 1, 225–243.CrossRefGoogle Scholar
  2. Berelson, B. (1971). Content analysis in communication research. New York: Hafner.Google Scholar
  3. Chaffey, D., & Smith, P. R. (2013). Emarketing excellence - Planning and optimizing your digital marketing. London: Routledge.CrossRefGoogle Scholar
  4. El-Gohary, H. (2010). E-marketing: A literature review from a small businesses perspective. International Journal of Business and Social Science, 1(1), 214–244.Google Scholar
  5. Gilbert, D., Powell-Perry, J., & Widijoso, S. (1999). Approaches by hotels to the use of the internet as a relationship marketing tool. Journal of Marketing Practice, 5(1), 21–38.CrossRefGoogle Scholar
  6. Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60–72.CrossRefGoogle Scholar
  7. Middleton, V., & Clarke, J. (2001). Marketing in travel and tourism (3rd ed.). Oxford: Elsevier.Google Scholar
  8. Strauss, J., & Frost, R. (2001). Ebiz guide to E-marketing. Harlow: Pearson.Google Scholar
  9. Tan, P. N., Steinbach, M., & Kumar, V. (2006). Introduction to data mining. Pearson: Addison-Wesley, Boston.Google Scholar
  10. Katsoni, V. (2011, december). The role of ICTs in regional tourist development. Regional Science Inquiry Journal, 3(2).Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Constantinos Halkiopoulos
    • 1
    Email author
  • Aris Koumparelis
    • 1
  • Agis Konidaris
    • 1
  1. 1.Department of Digital Media & CommunicationIonian UniversityKerkiraGreece

Personalised recommendations