Page 32 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.81, # 1, 2024, pp. 22-39

Relatively large but insignificant correlations tell about potential effect of websites
and social networks used by accommodation enterprises on travels for personal
reasons. But they become larger (more than 0.7) and significant if the pandemic year
2020 is not considered, especially for the websites with description of goods or
services and price lists. Several negative insignificant correlations also exist.

Table 4: Correlation matrix for growth of inbound tourism indicators in Greece
(the EU tourists) and change in marketing tools use in 2013-2022

Trips for personal Visits to friends Professional and business trips Personal reasons Professional and business tourists’

All trips reasons and relatives Tourists’ expenditure tourists’ expenditure expenditure

Imports of advertising,
market research, and
public opinion polling
services from the EU 0.57 0.58 0.52 0.17 0.50 0.50 0.43
Accommodation
enterprises' total turnover
from e-commerce sales 0.28 0.29 0.48 0.09 0.17 0.16 0.30
Accommodation
enterprises with a website 0.06 0.06 0.08 -0.06 0.07 0.07 0.08
Accommodation
enterprises where the
website provides
description of goods or
services, price lists -0.14 -0.13 -0.34 -0.40 0.18 0.19 -0.25
Accommodation
enterprises where the
website provides online
ordering or reservation or
booking, e.g. shopping cart -0.12 -0.12 0.23 -0.02 -0.25 -0.26 0.09
Accommodation
enterprises using social
networks 0.07 0.07 0.04 -0.11 0.20 0.20 0.04
Accommodation
enterprises using a blog
or microblogs -0.03 -0.02 -0.03 -0.37 0.13 0.14 -0.22
Accommodation
enterprises using
multimedia content
sharing websites -0.10 -0.09 -0.23 -0.42 0.07 0.08 -0.28
Travel agencies and
similar enterprises' total
turnover from e- 0.94*
commerce sales * 0.93** 0.95** 0.94** 0.64 0.61 0.97**

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