Abstract
The main objective of this research is to analyze the way hotels communicate themselves through social networking tools, their use in the tourism industry and their role as a strategic tool. The first part of the study focuses on the concept and the definition of tourism, the various types of tourism, tourism worldwide and more specifically tourism in Greece. The second part analyzes the concept of marketing in the tourism industry, online marketing and advertising, the importance and use of social networking tools in the tourism industry, different social networking tools and their advantages. In the last section methodology and results are analyzed. The respondents of the research were hotel managers, from various departments of 4∗ and 5∗ hotels from Crete.
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Acknowledgements
This research was implemented for the completion of the master thesis of Mr. Spyranti Pavlo, in the Master in Hospitality and Tourism of the Department of Business Administration of the Technological Educational Institute of Central Macedonia, Greece.
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Spyrantis, P., Nerantzaki, DM., Tsourela, M., Paschaloudis, D. (2020). Social Media Marketing in Hospitality Industry of Crete. In: Katsoni, V., Spyriadis, T. (eds) Cultural and Tourism Innovation in the Digital Era. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-36342-0_15
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DOI: https://doi.org/10.1007/978-3-030-36342-0_15
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