Strategic Innovative Marketing and Tourism, 1st ed. 2019 7th ICSIMAT, Athenian Riviera, Greece, 2018 Springer Proceedings in Business and Economics Series

This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.

A Network Analysis of Museums on Instagram.- Towards a Hybrid Minimax Recommender for Free-Roaming Museum Visits.- Developing a Multi-Channel Customer Relationship Management Strategy for Hotel Operation.- The Importance Attached to Culinary Blogs in the Promotion of Food Products with Health and Nutrition Claims-a Perspective of Polish Processors and Distributors.- Quality Service in the Hospitality Industry: Achieving Effective Service Processes and Designs.- Hospitality, Tourism, and Events Industry Competency Model: Human Resource Management Implications.- Temporary Museum Exhibitions as Tools for Cultural Innovation.- The Relationship between Service Quality and Customer Satisfaction on Luxurious Hotels so to Produce Error-Free Service.- The Use of Customer Relations Management’s Digital Technologies from Greek Hotels.- The Sharing Economy and how it Affects the Conditions of Consumption and Competition in the Tourism Industry - The case of Airbnb in Greece.- Tourism and Destination Branding: the Case of Greek Islands.- Greek Culinary Tourism is Lost in Translation.- The Crucial Role of the Museums in Allying Alternative Forms of Diplomacy.- Digital Inbound Marketing: Particularities of Business-to-Business and Business-to-Customer Strategies.- Open-access Resource for the Management and Promotion of Greek Museums with Folk Exhibits.- Small Scale Event Product Analysis Based on Conjoint Analysis Results: The Case of Yedi Kule Conquest Monuments Run.- Art or Society with “εmotions”: Manifestations of εmotions from Ancient Greece to Today.- Analysis of the Relationship between Transformational Leadership & Learning Organization in Health Care Services.- Ways to Find Employment and Preferences in Relation to a New Job for University Graduates of the Pilsen Region in the Czech Republic.- Entrepreneurial Intention Determinants Among Female Students. The Influence of Role Models, Parent Occupation and Perceived Behavioral Control on Forming the Desire to Become a Business Owner.- Satisfaction of Internal Customers in a Public University Hospital.- Facebook Content Strategies: A Case Study of a Subsidiary Company in Greece.- Examining Gaps in Business and Logistics Skills and their Performance Implications in the Agrifood Supply Chain in Greece.- Understanding Aviation Consumers’ Experience at the Time of Their Journeys: the Use of the Denied Boarding Regulations (DBRs) at Chios Airport.- ICT-based Participatory Approaches for the Exploitation and Re-use of Intangible Cultural Heritage.- Business Students in Mexico Developing Work Skills with Work Integrated Learning.- Investigating the Adoption of Integrated Marketing Communication Strategies at Institutional Cultural Festivals in Greece. The Case Study of Aeschylia in Elefsina.- Using the Theory of Planned Behavior versus the Big Five Personality Trait Model in Predicting Entrepreneurial Intention. A Comparison Study of the Two Models.- Consumers’ Attitudes Towards Advertisement in YouTube.- An Innovative Platform for Creating Audience-Specific Gamified Cultural Tourism Guides where Art, Tradition and Culture, Technology and Business Converge.- The Historic and Monumental Enhancement as a Tool for the Sustainable Development of Cultural Assets of Greece.- Internet Services and Social Networks in the Greek Academia.- The Effect of Asymmetrical Image Projections on Online Destination Branding.- The Aegina Pistachio as a Cultural Resource for the Development and Promotion of the Island.- The Cultural, Nutritional and the Socio-Economic Value of Messinian Olive Oil from Greece.- Enhancing Practice in Continuity with Innovative Thinking: The Primary Task of Higher Education.- Engaging New Museum Audience through Art Workshops: The Case of Adult Art at Macedonian Museum of Contemporary Art.- The Role of Social Relations in Fostering Entrepreneurship and Creative Use of SME Resources.- Traditional and Modern Forms of Synergies between Cultural and Tourism Sectors: Challenges and Opportunities for Greek Folk Festivities Promoting Traditional Products.- Health Management Issues from Related Quality of Life between Greek and Refugees Postpartum Women in Greece.- The Use of ICT in the Promotion of Arts and Cultural Heritage Education in Museums.- The Role of Destination Brand Image and Revisit Intention on Tourist Spending.- Creativity and Sustainable Development: A Proposal to Transform a Small Greek Island into a Creative Town.- Understanding the Challenges of the Healthcare System in Promoting Best Use of Digital Marketing Tools for a Purposeful Living.- Combining Traditional and Digital Tools in Developing an International Guerilla Marketing Strategy: The Case of a SME Greek Company.- The End of Marketing as You Know It. Or Not!.- Categorization of Ambient Media Based on Identification of Common Signs of Selected Installations.- The Dynamic Synergy in Communication and Tourism Development is Calling the City of Katerini, Greece.- Collaborative Problem Solving as a Critical Transversal Skill for the Transition from the School Environment to the Workplace.- Seeking for a Better Fitting: Understanding the Tour Operators for Cruises on Sao Miguel Island.- Impact of the Economic Crisis on Health Indicators in Greece and the Need for Primary Health Care Services.- Voters' Behavior: what Drives Political Consumption in Cyprus? An Analysis of the Behavior of Young Voters.- An Examination of Consumers’ Attitudes Towards Genetically Modified-Food: The Greek Case.- App Store Optimization Factors for Effective Mobile App Ranking.- Websites and Facebook Profile Communication of Dentists in Oradea, Romania.- Institutional and Organizational Efforts to Establish Primary Health Care in Greece.- Actors in a Museum: Towards an Innovative Theatre Stage.- Online Imagined Communities in the Airline Industry.- Advances and Distinctions in the Use of Biometric Methods Versus Traditional Methods for Studying the Customer Experience.- The Effect of Airport Branding to Air Traffic and Passenger Movement: An Overview.- Do Social Media Affect Museums’ Brand Equity? An Exploratory Qualitative Study.- The Sociological Approach to Greek Tourism in the Period of Economic Crisis.- Exploring the Factors Affecting Consumer Acceptance of Proximity M-Payment Services.- OneAppy: An Interactive Platform Providing Novel Marketing Channels and Promoting Product and Services to the Tourism Industry.- European Works Councils in the Hotel Industry.- Investigating the Social Media potential to attract customers in the banking services industry using Fuzzy Delphi and Analytic Hierarchy Process.- Greek Consumers’ Awareness and Perceptions for Green Hotels and Green Furniture.- Exploring the Power of Certification Systems in the Development of Hiking Tourism in Greece: The Case of Menalon Trail from the Demand-Side.- Tourism, Design and Disability.- Analysing Projected Destination Images Versus Visitor-Generated Visual Content in Brasov, Transylvania.- The Dawn of GDPR: Implications for the Digital Business Landscape.- Strategic Synergies and Co-Marketing –  A case study of the Airline Sector.- Cyprus’s Wine Market: Influencing Factors of Consumer Behaviour as Part of Destination Marketing.- The Evolution of Demographic Changes in Greek Society and Proposed Administrative Management Model.- Reasons for Using Daily Deal Sites.- Does Sharing Economy Shape Consumers’ Attitudes?.- Spatial Principles as an active agent. Making Greece a Global Market for Sensitized Tourism.- Understanding Consumers’ Attitudes and Behavioural Intentions Towards Corporate Social Responsibility in the Airline Industry: The Role of Perceived Value and Expectations.- Effects of the Blockchain Technology on Human Resources and Marketing. An Exploratory Study.- Indian Cultural Institutions on Instagram.- Island Tourism: Keep it Smart and Sustainable- an Exploratory Approach.- Senior Tourism in Europe: when There are “no boundaries”.- Follow the Trail of Culture through Time: The Use of Archeological Sites as Performance Space.- Tourism as a Process of Promoting and Developing Traditional Settlements.- Brand as a Strategic Asset - A Proposal for the Forthcoming Cultural Institution of Pafos.- The Concept of Analysis and Reconstruction of the Work Time System in a Tourism Enterprise.- A Proposed Online Platform for Ranking Place Brands Identity Characteristics of Official Tourism Websites.- Cyber Security: From Regulations and Policies to Practice.- The Migrant Every Country Wants to Have: Motion, Emotion, Imagination at the Joe Petrosino Museum in Padula, Italy.- The Dynamics of Small and Peripheral Airports in Tourism and Regional Development: the Case of GREECE.- Cultural Tourism, Destination Branding and Spatial Experience Design: Contemporary Hospitality Design in Cyprus.- Innovative Mobile Tourism Services: The case of ‘Greek at the Hotel’.- Modeling the International Tourism Demand as a Complex Network: the Case of the Global Inbound Tourism Market.- Netourwork Framework - A New Era in Strategic Innovative Networking System for Tourism Enterprises.- Social Media Celebrities and Para-social Relationships: The Chinese Context.- Environment and Tourism: An Interactive and Creative Relation: the Cases of Vorres Museum and a Cultural Network of Cities.- Trust and Role in the Sharing Economy.- Online Personal Selling, Need for Touch and e-loyalty.- The Passage from the Materialistic Approach to the Integrated One in Cultural Heritage and Cultural Policies: Challenges and Perspectives.- Carrying Capacity Assessment for Tourism Development- A Strategic Approach.- YouTube Videos: a Destination Marketing Outlook.- Strategic Innovations in Tourism Enterprises through Blockchain Technology.- Understanding Tourist Diaspora: An Interdisciplinary Mixed Mode Design Documenting Greek Tourist Diaspora.- Adventure Tourism-Examining Cases of how it Can Contribute on Rural Development in Greece.- Responsibilities and Ethics of the Greek Businesses on Tourism Industry. An Explanatory Quantitative Research.- Culinary Innovation: The Path to Michelin Stars.- Hotel Revenue Management Techniques and Successful Applications in the Greek Resort Hotels Sector.- To Be or not to Be? Which is the Case with Robots in the Hotel Industry?.- Exploratory Study: How Social Networks Effect the Purchasing Intentions of Moroccan Consumers?.- Spatial Design as a Significant Marketing Tool. A Semiological Analysis of the Rejuvenating Process of a Hospitality Environment Case Study.- The Environmental Aspects of Packaging – Implications for Marketing Strategies.- Come for Broadway, Stay for Bypass: Come for Broadway, Stay for Bypass: Who is New York’s Medical Tourist?.- Innovation in Graphic–Print Communication and its Contribution to Marketing Strategies.- Supporting Cultural Heritage Preservation Through Game-based Crowdsourcing.- Is Social Media Paying its Money?.- Consumers Against Luxury Brands: Towards a Research Agenda.- Entrepreneurs-why they are Essential to Industry Success, Global Trends and Opportunities and how to Recruit Top Talent.- Hotel Satisfaction from Generation Y.- Blockchain and Its Role in the Internet of Things.- Local Tradition Meets Gastronomy: The Example of Mount Athos Area Kouzina.- Comparison of Labor Productivity in Tourism and the Economy, Analysis of Selected Countries.- A Classification Model for Serious Games used in Museums, Galleries and other Cultural Sites.- Augmented Reality: the Moderating Role of Hedonic and Utilitarian Motivations on the Intention to Visit a Place.- Crisis Management within the Hotel Industry: The Case of Luxury Hotels and Resorts in Popular Greek Tourism Destinations.- A Literature Review of Smartphone Geolocation Technologies.- Entrepreneur without Intention with Websites as a Communication Tool. Current Trends in Romania.- Digital Self in the Making: Luxury Consumers on Social Media.- Concept Hotels: Offering Unique Experiences to Travelers and Increased Profitability to Businesses.- Sustainable Development of Skills for the Tourism Sector and its Financial Impact.- Participatory Design for Culture Change: the Case of the National Library of Greece Rebranding Process.- Resilient Tourism in Resilient Cultural Heritage Site.- Cultural Innovation Management: Pilot-Research in Production Units, Greece, 2017-2018.- Developing the Museum-monumental Experience from Linear to Interactive Using Chatbots.- E-Procurement in Public Hospitals in Greece.- Castel Lagopesole: from Empty Shell to a Lucrative Venture. Cultural Narratives, Multivision Technologies and Community Cohesion.- Lector in Fabula: Reinventing Digital Publishing to Attract the Youth and Strengthen Cultural Capital in Sites, Museums and Collections.- Location-aware Technologies: How they Affect Customer Experience.- Tourism Marketing Through Internet and Social Media. The Contribution of Smartphones and Virtual Reality.- Museums’ Brand Equity and Social Media. Looking into Current Research Insights and Future Research Propositions.- Consumer Segmentation Matrix and Variables for the Explanation of Binary Purchasing Criteria: Prices vs. Product Differentiation.- An Exploration of Employability Competences of Greek Accountants. The Employers’ Opinion.- Entrepreneurship Education Impact on Entrepreneurial Intention among Tourism Students. A Longitudinal Study.- Artificial Intelligence Impact on Digital Marketing Research.- United States Small Employers: A New Marketing Channel for Medical Tourism?.- Preferences and Networks in Medical Tourism: Beyond the Reach of Providers?.- Flow-er-ing Local Community Participation: Culture and Nature as Cradles of Sustainable Development via “KOINONO Tinos Gathering".- Online Presence of Tour Companies in The Azores.- Fighting Recession with Art: Innovative Suggestions from Young Pioneers in Opera. The case of “The Medium Project”.- Tourism Marketing Channels in Digital Evolution Era: Online Travel Agencies in Greek Tourism Industry.- The Wine Lab: Generating Innovation Between Practice and Research. Exploring the Views from Wine Makers and Policy Makers.- How Artificial Intelligence (AI) affects Digital Marketing.