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dc.contributor.author
Diamantis, Lazaros
en
dc.date.accessioned
2019-03-21T09:50:45Z
dc.date.available
2019-03-22T01:00:21Z
dc.date.issued
2019-03-21
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29265
dc.rights
Default License
dc.subject
Digital Marketing Channels
en
dc.subject
Online Travel Agencies
en
dc.subject
Financial Performance
en
dc.subject
Hospitality Industry
en
dc.title
Digital Marketing opportunities in the hospitality industry and its impact in the financial measures of “Aegeon S.A.”
en
heal.type
masterThesis
en_US
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
en_US
heal.publicationDate
2018-12-31
heal.abstract
The transition from traditional to digital forms of marketing has pretty much changed the way people market brands and businesses as well. While traditional marketing is still in practice, it is digital marketing that is changing the landscape for most businesses across industries. Digital marketing tools provide numerous benefits to the hospitality industry and have affected immensely the financial performance of hotels. This dissertation was written as part of the MSc in Management at the International Hellenic University. It is based on a case study of a hotel group in Thessaloniki, Greece. It conducts an in-depth examination of the differences in its financial performance over the past decade, when the expansion of digital marketing channels began. It also examines the group’s different marketing channels and explores the opportunity of using new ones.
en
heal.advisorName
Amanatidou, Eva
en
heal.committeeMemberName
Katsaliaki, Korina
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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