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Title: The contribution of the entrepreneur-manager of small tourism enterprises to the success of Ιnternet marketing activities
Alternative title / Subtitle: the Greek case
Authors: Οικονομίδης, Στέφανος
Αλεξίου, Σπύρος
Item type: Conference publication
Keywords: Εntrepreneur-manager;Small tourism enterprises;Internet;Marketing;Greece;Επιχειρηματίας- διαχειρηστής;Μικρές τουριστικές επιχειρήσεις;Διαδίκτυο;Μάρκετινγκ;Ελλάδα
Subjects: Geography
Issue Date: 5-Feb-2015
Publisher: ΔΡ.Α.Τ.Τ.Ε.- Ινστιτούτο Τουριστικών Μελετών και Ερευνών
Abstract: Abstract: It is widely accepted that small enterprises constitute a catalyst for creating jobs and generally growing the economy. One industry that is characterized by the proliferation of small enterprises is the tourism industry. A critical factor for this industry reaching its full potential is, however, access to markets. The Internet is seen by many, as having the potential to facilitate small tourism businesses to access their markets, understand them better, expand their market, reach and serve their customers more effectively, regardless of their location. The focus of this study is to identify those entrepreneur-manager factors that are present in a small tourism enterprise which influence the success with which the Internet can be used to market the business. These factors are related to the entrepreneur-manager characteristics and not to the technology factors. The identification of those factors and the estimation of their impact on Internet marketing activities will allow small tourism businesses to access markets more readily. The methodology of this study was based on a quantitative research that was conducted via the Internet. The measuring instrument was a questionnaire that was linked to a 7-point Likert scale. The sample was selected from a database of Greek tourism businesses. The results of this study indicate that the level of involvement of entrepreneur-managers, their ability to select the suitable internet agency, their ability to brief satisfactory the latter one, their writing skills for communicating effectively their services, their understanding of the web 2.0 technologies as well as their marketing orientation are important to the successful use of the Internet for the marketing of small tourism businesses in Greece.
Language: English
Citation: Economides, S. and Alexiou, S. (2010). The contribution of the entrepreneur-manager of small tourism enterprises to the success of Ιnternet marketing activities: the Greek case. Tourism Issues .13. p.25-46.
Journal: Τουριστικά θέματα
Tourism Issues
Type of Journal: Without a review process
Access scheme: 
License: Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ηνωμένες Πολιτείες
Appears in Collections:Τεύχος 13 (Σεπτέμβριος 2010)

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