Page 29 - 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

2014 was a more challenging year. But the most difficult year was 2020. That was the
year of the coronavirus pandemic leading to a drop in Greek income from the EU
tourists by 2/3. But in all the other recent years tourism indicators were growing,
especially during the recovery from the pandemic crisis.

Table 2: Marketing channels of tourism enterprises in Greece in 2023, % of the
enterprises with 10 persons employed or more
Travel agencies, tour
operators and other
Accommodation reservation services
Indicators of enterprises, Sector services and related activities
Total turnover from e-commerce sales, % total sales 20 8.2
With a website 95.5 96.2
The website provides description of goods or
services, price lists 70.3 60.2
The website provides online ordering or reservation
or booking, e.g. shopping cart 73.3 32.8
The website has content available in at least two
languages 74.3 70.5
Have a mobile app for clients (e.g. for loyalty
program, e-commerce, customer support) 25.2 5.3
The website provides possibility for visitors to
customise or design online goods or services 34.8 11.7
Pay to advertise on the internet 75.4 42
Pay to advertise on the internet, based on the
webpages' content or keywords searched by users 69.8 37.3
Pay to advertise on the internet, based on the
tracking of internet users' past activities or profile 39.8 21.5
Pay to advertise on the internet, based on the
geolocation of internet users 49.5 21.6
Pay to advertise on the internet, based on the
webpages' content, keywords, users' past activities
or profile or the geolocation 70.9 37.3
Have a website and pay to advertise on the internet 75 40.1
Use social networks (e.g. Facebook, LinkedIn,
Xing, Viadeo, Yammer, etc.) 83.3 78.5
Use enterprise's blog or microblogs (e.g. Twitter,
Present.ly, etc.) 27 12.3
Use multimedia content sharing websites (e.g.
YouTube, Flickr, Picasa, SlideShare, etc.) 58.7 34.6
Use any social media 85.7 78.5
Use any social media to develop the enterprise's
image or market products 67.7 59
Use any social media to obtain or respond to
customer opinions, reviews questions 70.4 46.7
Use any social media to involve customers in
development or innovation of goods or services 29.9 19.8
Using social media with customers 83.8 65.6

29