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) 2019, 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.

Presents the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019 Discusses new perspectives in the field of marketing, innovative technologies, and tourism Debates issues highly relevant to the future direction of marketing research and practice

Autorentext

Androniki Kavoura is a professor of marketing communication at the Department of Business Administration, University of West Attica, Greece. Her research focuses, among others, on marketing communication, social media marketing and tourism marketing. She has published papers on these topics in many international journals. She is also conference chair of the International Conference on Strategic Innovative Marketing and Tourism.
Efstathios Kefallonitis is a professor of marketing at the State University of New York at Oswego, USA. His research focuses on strategic marketing and branding, hospitality and air transport. He has published in many academic and professional journals and he is among the top professionals in the air transport industry.
Prokopios Theodoridis is a professor of marketing, University of Patras, Greece. His research focuses, among others, on food and beverage marketing, retail and services marketing, internal marketing, consumer behaviour, marketing communications. He is the secretary general of the Hellenic Marketing Academy.

Inhalt

European Works Councils in the Airline Industry.- From a Smart City to a Smart Destination: a Case Study.- Smart Tourism Approaches through Intelligent Print Media.- Smart Tourism Prospects. A Descriptive Sample Survey on a Sample of Potential Tourists.- Intelligent Packaging as a Dynamic Marketing Tool for Tourism.- Intelligent Ticket with Augmented Reality Applications for Archaeological Sites.- Visualization of Folk-Dances in Virtual Reality Environments.- Internal Customer Satisfaction from an e-procurement Information System: The Case of Greek Electronic Public Procurement System (ESIDIS).- Mapping Island Tourism Research.- Human Resources Role in Hospitality Service Quality.- The Role of Fellow-Feelings and Organisational Harmony to Organisational Performance: a Comparative Analysis between two National Contexts.- Cultural Identity, Innovation and Entrepreneurship.- A Model of Brand Cocreation, Brand Immersion, theirAntecedents and Consequences in Café Brand Context.- City Branding: Proposal of an Observation and Analysis Grid.- City Branding of Casablanca in Morocc.- Gender Differences in Satisfaction from Hotel Room Attributes and Characteristics: Insights from Generation Z.- Renewable Energy Matters for Tourism Industry in BRICS plus Turkey Countries.- Determining of Customer's Kansei Needs and Product Design Attributes by Rough Set Theory.- Transformative Role of Work-Integrated Learning in Industrial and Post-Industrial society: the Russian Experience.- What Competencies Should be Developed in Citizenship Education in the 21st Century? Analysis of being Active Citizens in Europe and the US.- Technologies to Communicate Accounting Information in the Digital Era: Is Accounting Education Following the Evolutions?.- Environmental Sensitivity of Business School Students and their Attitudes towards Social and Environmental Accounting.- Comparative Approach of E-Learning Accounting Programs in Greece and China.- The Influence of the Big Five Personality Traits and Risk Aversion on Entrepreneurial Intention.- Redefining City Experiences and Thematic City Walks: The Case of Thessaloniki Walking Tours.- Setting the Ground for Successful Film Tourism Practices in Greece: a SWOT Analysis.- Selective Key Studies in Seasonality Tourism: a Literature Review.- Importance of Teacher Training Incorporating Sustainability in their Subjects from the Life Cycle Approach in Higher School of Computation (ESCOM-IPN).- Tourism in Mexico and the Use of Cultural Heritage as a Commodification´s Product.- Proposal of Training in Topics for the Curriculum Sustainability of the Program of Engineering in Systems of the Escuela Superior de Cómputo of the Instituto Politécnico Nacional, México.- Customer Based Brand Equity Models in Hotel Industry: A Literature Review.- Determinants of ICT Integration by Teachers in Higher Education in Morocco.- Experiential Development and Cultural Tourist, through the Example of the Settlement "Katomera" in Trikeri in the Prefecture of Magnesia.- Sense of Place, Identity and Memory as Elements of the Design for Tourism.- Analysis of Human Motion Based on AI Technologies: Applications for Safeguarding Folk Dance Performances.-Higher Education and Innovation in the Non-profit Sector.- Marketing Decisions of Young Product Designers: A Study in the University Environment in the Czech Republic.-Attractiveness of Small Cities in Rural or Abandoned Regions.- Mental Maps and their Potential for Tourism: A Case Study of Czech Municipality.- Online Engagement Factors on Posts in Food Facebook Brand Pages in Greece.- Blockchain Applications in Tourism and Tourism Marketing: A Short Review.- Comparisons of Health Tourism within the EU Countries.- Contemporary Telemedicine Applications in the Provision of Mental Health Services in Greece.- Perceptions of Hospital Quality: A Case Study from Greece.- The Wine Lab Project. Exploring the Views from Experts.- Impression Management through Websites. An Analysis of the Romanian Banking Industry.- Participatory Culture and Tourist Experience. Promoting Destinations through YouTube.- Designing the Virtual Product Experience. Learnings from Shenzhen, China and the ESUN Solutions.- Social Networking Sites: The New Era of Effective Online Marketing and Advertising.- Winery Visitors' Experience, Emotional Stimulation, Satisfaction and Behavioral Intentions: The Role of Age and Previous Experience.- Factors that Influence Tourist Satisfaction: An Empirical Study in Pafos.- Cyber-Citizenship: a Challenge of the 21st Century Education.- Turkish Gen Y Customers' Visit Intentions and Word of Mouth Activities Regarding Online Travel Agencies.- Exploiting Human Cognitive Architecture to Design a New Cultural Narrativefor non-Captive Audiences: the TOURiBOOST Project.- Creating a Personalised Experience for Libraries' Visitors.- Strategic Planning to Promote the Cultural Heritage. The Business Model Canvas for the Kapodestrian Buildings of the Island of Aegina, Greece.- Social Media Activism on Cultural Tourism: A Proposal for Paleochora in Aegina, Greece.- The Role of Market Segmentation and Target Marketing Strategies to Increase Occupancy Rates and Sales Opportunities of Hotel Enterprises.- Climate Change and Cultural Heritage. Case Study: the Island of Chios.- Relationships among National Tourist Destination Arrivals, Effective Governance, Environmental Performance and Human Development.- Industrial Design in Event Tourism Marketing: The case of Thessaloniki International F…