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.

Autorentext

Androniki Kavoura is a Professor in the Department of Business Administration, University of West Attica, Greece. She completed her MSc in Media Management and her PhD on Communication and Culture at the University of Stirling, Scotland, UK. She has participated in various research projects and her research interests include social media, branding, advertising, and culture. She co-chairs the International Conference on Strategic Innovative Marketing and Tourism and she is Editor in Chief of the International Journal of Strategic Innovative Marketing.

Efstathios Kefallonitis is an Associate Professor at the State University of New York at Oswego. He received his doctorate in marketing management from Cranfield University in the UK. He completed a postdoctoral fellowship in brand experience management at the University of the Arts in London and holds a Master's degree from Goldsmiths, University of London. Appointed in August 2011, he teaches courses in Marketing Principles, Marketing Management, and Advertising and Promotion. He serves as the Managing Director of branding.aero in New York City, specializing in aviation industry branding.

Apostolos Giovanis is an Associate Professor in Technology Marketing at the Department of Business Administration, Athens University of Applied Science (AUAS), Greece. He holds a Diploma in Engineering Management, an MSc in Management, and a PhD in Marketing Management (New Product Diffusion and Adoption), all from Technical University of Crete, Greece. In addition to AUAS, he has taught at the Hellenic Open University, the Technical University of Crete, and the Piraeus University of Applied Science. He is a member of the EuroMed Business Research Institute (EMRBI) (chairman of the Brand Research Committee) and the Greek Marketing Academy. Before joining academia, he held several managerial positions in the field of marketing in the service industry. His research interests are primarily in the areas of technology-mediated services marketing, customer relationship management, customer-brand relationships, and innovation management, and his academic work has been published in various scientific journals.

Inhalt
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 motions: Manifestations of motions 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…