The Role of Digital Marketing in Tourism Businesses: An Empirical Investigation in Greece

For the tourism industry, the COVID-19 pandemic has acted as an accelerator towards the 4th industrial revolution by creating new and innovative solutions, which have transformed management, finance, planning and opened new avenues for the introduction of innovative sales and marketing technologies. As the tourism industry in Greece faces significant challenges and opportunities posed by the COVID-19 pandemic, additional needs have arisen for tourism businesses, as confirmed in this research, to adapt faster to digital operations and strengthen digital marketing through multi-channel distribution and use of digital assistants. This study aims to investigate the use of digital marketing tools by tourism companies as well as the overall satisfaction of the companies with its use and the areas of impact of digital marketing from the COVID-19 pandemic, and then to highlight all those features that stand out from those of their competitors, as well as the creation of an appropriate marketing strategy that will ensure the flow of new customers and increased revenue. To meet this purpose, an empirical survey was conducted in tourism companies in order to provide answers to research questions. As tourism businesses have not yet made sufficient use of digital media as a strategic marketing tool, this research is the basis for further research into the use of technology and digital tools to reach customers and create a more personalized experience for them.