Page 25 - Azerbaijan State University of Economics

Konstantia Darvidou, Evangelos Siskos: Efficiency of International Tourism Marketing
for The Promotion of Tourist Products of Greek Companies in The European Market

Some researchers analysed only specific types of tourism enterprises. Most of the
websites of medical tourism providers in Greece have a section about a company,
photo gallery, interactive maps, company logo, external links, contacts (e-mail, phone
number, address, information request form), staff members’ CVs.

More rare web site features include frequently asked questions section, downloadable
material, weather conditions, last updated date, a site map, hotel or flight booking
service, patients’ testimonials, newsletter, information about prices, hospitals’
credentials, visa conditions, insurance, international mobiles, medical records transfer
services, sightseeing services, translation services, pre and post care services, foreign
language used by the staff (other than English). Many have social media pages
(Katsoni et al., 2018). Halkiopoulos et al. (2021a) suggested that hotels should
cooperate with thematic tourism platforms.

They consider the case of a proposed intelligent e-Tour Facilitator Platform aiming at
promoting health tourism. It contains a database about service providers, video
database about health tourism products, helps to search services according to the needs
of patients, considers patients’ kinetic state to exclude the destination lacking facilities
for people with disabilities, enables commenting and feedback with further sentiment
analysis, and uses text analytics for intelligent e-mail response system. Rentzi &
Constantoglou (2023) focused on the opinion of the elderly about their preferences on
tourism destination and the media they use for information search. Halkiopoulos et al.
(2020) analysed the websites of a hundred of 4 and 5 star hotels in the Region of
Attica. They had up-to-date content, but only a quarter of them contained information
on accessibility for people with disabilities.

Papathanasiou-Zuhrt & Russo (2019) described the cases of composite interactive
tourism products in 7 countries including Greece (Rhodes). These products are based on
digital publishing and include cultural route, iBook and heritage games. The
EUROTHENTICA Collection developed within a COSME supported project and
published as an iBook Collection uses storytelling to support such type of interactive
tourism. Zouni & Digkas (2019) provided recommendations for marketing religious
tourism in Thessaloniki including improving the city travel web portal, investing in
creating films related to its cultural and religious heritage, cooperation with different
religious communities, and using both local and global media.

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