Page 31 - 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

Table 3. Correlation matrix for inbound tourism indicators in Greece (the EU
tourists) and marketing tools use 2012-2022

All trips Trips for personal reasons Visits to friends and relatives Professional and business trips Tourists’ expenditure Personal reasons tourists’ expenditure Professional and business tourists’ expenditure

Imports of advertising,
market research, and
public opinion polling
services from the EU -0.19 -0.16 -0.55 -0.73 0.18 0.19 -0.40
Accommodation enterprises'
total turnover from e-
commerce sales 0.18 0.19 0.01 -0.32 0.35 0.35 0.38
Accommodation enterprises
with a website 0.24 0.25 -0.19 -0.33 0.51 0.51 0.15
Accommodation enterprises
where the website provides
description of goods or
services, price lists -0.02 -0.02 -0.28 -0.14 0.18 0.18 0.04
Accommodation enterprises
where the website provides
online ordering or
reservation or booking, e.g.
shopping cart 0.18 0.20 -0.02 -0.40 0.39 0.39 0.09
Accommodation enterprises
where the website provides
possibility for visitors to
customise or design online
goods or services -0.02 -0.01 -0.20 -0.39 0.22 0.22 0.14
Accommodation enterprises
using social networks 0.19 0.21 -0.02 -0.48 0.50 0.51 0.06
Accommodation enterprises
using a blog or microblogs 0.12 0.12 0.16 -0.11 0.19 0.20 -0.12
Accommodation enterprises
using multimedia content
sharing websites 0.03 0.06 -0.20 -0.55 0.33 0.34 0.08
Travel agencies and similar
enterprises' total turnover 0.73
from e-commerce sales * 0.73* 0.44 0.19 0.70* 0.69* 0.88**
Travel agencies and similar
enterprises with a website 0.53 0.54 -0.09 -0.29 0.72* 0.72* 0.39
Travel agencies and similar
enterprises where the
website provides online
ordering or reservation or 0.85*
booking, e.g. shopping cart 0.56 0.59 -0.14 -0.69 * 0.86** 0.15

Note: significant correlations are marked with ** (p<0.05) or * (p<0.1).

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