[Springer Proceedings in Business and Economics] Strategic Innovative Marketing and Tourism (8th ICSIMAT, Northern Aegean, Greece, 2019) ||

This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals. Preface Aims and Scope of the Conference Topics Conference Details Chairs International Advisory Board SCIENTIFIC COMMITTEE ORGANISING COMMITTEE Invited Speakers Acknowledgements Contents European Works Councils in the Airline Industry 1 Introduction 1.1 Select Committees 1.2 Labour Conflict in European Airlines 2 Characteristics of Airline EWCs 2.1 Air France KLM 2.2 Deutsche Lufthansa AG 2.3 International Airlines Group 3 Scope of EWC Practices in the Airline Industry 3.1 Competences of the EWCs 4 Conclusion References From a Smart City to a Smart Destination: A Case Study 1 Introduction 2 Background 3 Research Methodology 4 Results 5 Final Considerations References Smart Tourism Approaches Through Intelligent Print Media 1 Introduction 2 Theoretical Background 3 Smart Tourism 4 Smart Phones and Near Field Communication System for Tourism 5 How Does NFC Work? 6 Implications 7 Conclusion References Smart Tourism Prospects: A Descriptive Sample Survey on a Sample of Potential Tourists 1 Introduction 2 Theoretical Background 3 Smart Tourism 4 Collection and Data Processing 5 Discussion 6 Conclusion References Intelligent Packaging as a Dynamic Marketing Tool for Tourism 1 Introduction 2 Background 2.1 Conventional Packaging 2.2 Intelligent Packaging 2.3 Model of Intelligent Packaging 2.4 Intelligent Communication Systems 3 Near Field Communication 4 Technical Analysis of the NFC System 5 5G 6 Internet of Things 7 Marketing 7.1 Marketing Tool for Intelligent Systems (Models) 7.2 Applications of Intelligent Systems 8 Conclusion and Further Research References Intelligent Ticket with Augmented Reality Applications for Archaeological Sites 1 Introduction 2 Background 2.1 Intelligent Ticket 2.2 Augmented Reality and Archaeology 2.3 GIS and Augmented Reality Approach 3 Research Methodology 4 Procedure 5 Case Study 6 Discussion and Conclusion References Visualization of Folk-Dances in Virtual Reality Environments 1 Introduction 2 Related Work 3 Dance Recording Procedure 4 Visualization of Dances 5 Conclusion References Internal Customer Satisfaction from an e-Procurement Information System: The Case of Greek Electronic Public Procurement System (ESIDIS) 1 Introduction 2 Internal User Satisfaction from e-Procurement Information Systems 3 Methodology 3.1 Research Hypothesis 3.2 Research Method 4 Findings 5 Discussion and Conclusions References Mapping Island Tourism Research 1 Introduction 2 Methodology 3 Results and Discussion 4 Conclusion and Future Research References Human Resources Role in Hospitality Service Quality 1 Introduction 2 Literature Review 3 Conceptual Model 4 Methodology and Results 5 Discussion and Conclusions References The Role of Fellow-Feelings and Organisational Harmony to Organisational Performance: A Comparative Analysis Between Two National Contexts 1 Introduction 2 Literature Review 3 Research Methodology 3.1 Measurement 4 Results and Discussion 5 Conclusion References Cultural Identity, Innovation and Entrepreneurship 1 Introduction 2 European Immigration Policy 2.1 Integration or Marginalization 3 Immigration and Entrepreneurship 3.1 Good Practices, Obstacles and Challenges from Greek and European Perspective 4 Conclusion References A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context 1 Introduction 2 Literature Review 2.1 Sense of Place 2.2 Sense of Community 2.3 Place Attachment 2.4 Sense of Brand Community 2.5 Brand Cocreation 2.6 Brand Immersion 2.7 Consumer Well-Being 2.8 Brand Well-Being 3 Methods References City Branding: Proposal of an Observation and Analysis Grid 1 Introduction 2 Place Is Not a Product like any Other 3 City Branding: Proposal of an Observation and Analysis Grid 3.1 Visual of the Brand: Name and Logos 3.2 Functional and Symbolic Attributes of the Brand 3.3 Brand Promise of Value 3.4 Adherence of Residents and Local Stakeholders 4 Conclusion References City Branding of Casablanca in Morocco 1 Introduction 2 Review of Literature 3 Case Study: Casablanca Branding 3.1 Analysis of the Brand Logo of Casablanca 3.2 Brand Promise of Value 3.3 Functional and Symbolic Attributes of the Brand 3.4 Adherence of Residents and Local Stakeholders 4 Conclusion References Gender Differences in Satisfaction from Hotel Room Attributes and Characteristics: Insights from Generation Z 1 Introduction 2 Literature Review 3 Methodology 4 Results 4.1 Sample Demographics 4.2 Hotel Accommodation Behavior and Satisfaction 4.3 Factor Analysis 4.4 Hypothesis Testing 5 Discussion: Conclusion—Limitations—Directions for Future Research References Renewable Energy Matters for Tourism Industry in BRICS Plus Turkey Countries 1 Introduction 2 Literature Review 3 Methodology and Variables 4 Results of the Research and Discussion 5 Conclusion References Determining of Customer's Kansei Needs and Product Design Attributes by Rough Set Theory 1 Introduction 1.1 Parameter Selection Using Rough Set 1.2 Determining Emotional Design Space Using Principle Component Analysis 2 The Case Study 3 Conclusion References Transformative Role of Work-Integrated Learning in Industrial and Post-Industrial Society: The Russian Experience 1 Introduction 2 The History of Success: WIL in Science and Engineering in 1960s–1980s 3 Transition to Market: 1990s and Beyond 3.1 Expansion of WIL Model to Other Higher Education Programs 3.2 Modification of WIL Towards Development of Generic vs. Professional Skills 4 Discussion and Conclusion References What Competencies Should Be Developed in Citizenship Education in the Twenty-First Century? Analysis of Being Active Citizens in Europe and the US 1 Introduction 2 What and How to Educate the Active Citizen? 3 Citizenship Concept in Germany, Finland, France and the USA: Methodology and Results 4 Conclusion References Technologies to Communicate Accounting Information in the Digital Era: Is Accounting Education Following the Evolutions? 1 Introduction 2 Literature Review 3 Research Methodology 4 Results 4.1 Literature Review Area 1 4.2 Literature Review Area 2 5 Discussion and Conclusions References Environmental Sensitivity of Business School Students and Their Attitudes Towards Social and Environmental Accounting 1 Introduction 2 Literature Review 3 Research Methodology 4 Results 5 Discussion and Conclusions References A Comparative Approach of E-Learning Accounting Programs in Greece and China 1 Introduction 2 Literature Review 3 Methodology 4 Findings 4.1 Greek Universities Offering E-LAPs and Relevant Knowledge and Skills 4.2 Chinese Universities Offering E-LAPs and Relevant Knowledge and Skills 5 Discussion and Conclusions References The Influence of the Big Five Personality Traits and Risk Aversion on Entrepreneurial Intention 1 Introduction 2 The Big Five Personality Traits and Risk Aversion 2.1 Openness to Experience 2.2 Conscientiousness 2.3 Extraversion 2.4 Agreeableness 2.5 Neuroticism 2.6 Risk Aversion 3 Methods 4 Results and Findings 5 Discussion and Conclusions References Redefining City Experiences and Thematic City Walks: The Case of “Thessaloniki Walking Tours” 1 Introduction and Literature Review 2 Case Study: A New Profile for Thessaloniki 3 City Walks in Thessaloniki and the Case of “Thessaloniki Walking Tours” 3.1 The Case of “Thessaloniki Walking Tours” 3.2 The Company 3.3 The Philosophy and the Guiding Techniques 3.4 The Human Factor 3.5 The Promotion 3.6 Examples of the Offered City Walks 3.7 The Expansion 4 Conclusions References Setting the Ground for Successful Film Tourism Practices in Greece: A SWOT Analysis 1 Introduction 2 Film Tourism: A Short Review 3 Research Methodology 4 Research Questions 4.1 Strengths 4.2 Weaknesses 4.3 Opportunities 4.4 Threats 5 SWOT Analysis 5.1 Strengths 5.2 Weaknesses 5.3 Opportunities 5.4 Threats 6 Strategies for Establishing Successful Film Tourism Practices in Greece 6.1 Raising Film Tourism Awareness via Cultivating Cinema Culture 6.2 Increasing the Country's Brand as Filming Location Through Promotion Activities 6.3 Cooperation Among Stakeholders 6.4 Developing Technical Infrastructure 6.5 Promulgating Regulations for the Preservation of the Filming Locations After the Shooting 7 Discussion 8 Conclusion References Selective Key Studies in Seasonality Tourism: A Literature Review 1 Introduction 2 Research Methodology 3 Findings and Discussion 4 Conclusion and Limitations References Importance of Teacher Training Incorporating Sustainability in their Subjects from the Life Cycle Approach in Higher School of Computation (ESCOM-IPN) 1 Introduction 1.1 Training of Teachers in the Sustainable Field 1.2 Lifecycle 2 Topics for Curriculum Sustainability Related to the Lifecycle 2.1 Materials 3 Methodology Used 4 Results and Discussion 5 Conclusions References Tourism in Mexico and the Use of Cultural Heritage as a Commodification's Product 1 Introduction 2 Development 2.1 Original Groups 2.2 Tourism in Mexico 2.3 Cultural Heritage 2.4 Cultural Heritage and Touristic Commodification 3 Conclusion References Proposal of Training in Topics for the Curriculum Sustainability of the Program of Engineering in Systems of the Escuela Superior de Cómputo of the Instituto Politécnico Nacional, México 1 Theoretical Framework 2 Methodology 3 Results and Discussion 4 Conclusions 5 Gratitude References Customer Based Brand Equity Models in Hotel Industry: A Literature Review 1 Introduction 2 Literature Review 2.1 Brand Equity 2.2 Customer-Based Brand Equity (CBBE) Approach 3 Conclusion References Determinants of ICT Integration by Teachers in Higher Education in Morocco 1 Introduction 2 Literature Review 2.1 The Theoretical Framework of ICT Integration 2.2 Technology Adoption Studies by Teachers in Higher Education 3 Research Method 3.1 Data Collection 3.2 The Research Model 4 Results 4.1 Measurement of the Reliability and Validity of the Model 4.2 Hypothesis Test 5 Discussion 5.1 Determinants of ICT Integration Behavior by Teachers 5.2 Determinants of Teachers' Intention to Use ICTs 6 Conclusion and Recommendations References Experiential Development and Cultural Tourist, Through the Example of the Settlement “Katomera” in Trikeri in the Prefecture of Magnesia 1 Introduction/Why People Need to Maintain Architectural Projects 2 Experience of Residence and Natural Wealth 3 Case Study 4 Conclusions References Sense of Place, Identity and Memory as Elements of the Design for Tourism 1 The Meaning of Design and the Realm of Designing for Tourism 2 On Sense of Place, Identity and Memory with Reference to Design for Tourism Case Studies 3 Conclusions References Analysis of Human Motion Based on AI Technologies: Applications for Safeguarding Folk Dance Performances 1 Introduction 2 Human Motion Analysis Based on Deep Learning 3 Applications for Dance Analysis and Visualisation 4 Experimental Results and Discussion 5 Conclusions References Higher Education and Innovation in the Non-profit Sector 1 Introduction 2 Theoretical Base 2.1 Innovation and Strategic Marketing 2.2 Non-profit Sector and the Czech Republic: Typology of Non-profit Organizations 2.3 Non-governmental Non-profit Organizations: Legislation 2.4 Higher Education in the Czech Republic: Employability on the Labor Market 3 Methodology 3.1 Problem Formulation 3.2 Problem Solution 3.3 Objectives and Methodology 4 Results and Interpretation 4.1 Comparison of the Resulting Values 4.2 A Proven Path to the Solution? 5 Conclusion References Marketing Decisions of Young Product Designers: A Study in the University Environment in the Czech Republic 1 Introduction 2 Material and Methods 3 Results and Discussion 4 Conclusion References Attractiveness of Small Cities in Rural or Abandoned Regions 1 Introduction 2 Material and Methods 3 Results and Discussion 3.1 Milevsko 3.2 Chotěboř 3.3 SWOT Analysis of the Milevsko and Chotěboř Municipality 4 Conclusion References Mental Maps and Their Potential for Tourism: A Case Study of Czech Municipality 1 Introduction 2 Mental Maps 3 Material and Methods 4 Results and Discussion 4.1 Use of Mental Maps in the Milevsko Region 4.2 Targeting the Feeling Map for Tourism Needs in Milevsko 5 Conclusion References Online Engagement Factors on Posts in Food Facebook Brand Pages in Greece 1 Introduction 2 Literature Review 3 Data and Methodology 4 Empirical Results 5 Conclusions: Suggestions for Further Research References Blockchain Applications in Tourism and Tourism Marketing: A Short Review 1 Introduction 2 Blockchain and Distributed Ledger Technology 3 Blockchain Research Directions and Tourism 4 Blockchain Applications in Tourism 5 Conclusions: Suggestions for Further Research References Comparisons of Health Tourism Within the EU Countries 1 Introduction 1.1 Importance of Health Tourism 2 Conceptual Framework 2.1 Health Tourism 2.2 European Union and Health Tourism 3 Conclusion References Contemporary Telemedicine Applications in the Provision of Mental Health Services in Greece 1 Background 1.1 Special Requirements of Telepsychiatry 1.2 Benefits of Telepsychiatry Services 2 Methodology 2.1 Search Strategy and Databases 2.2 Choice of Population 2.3 Choice of Research Tool 2.4 Eligibility Criteria 3 Results 4 Discussion 4.1 Strengths and Limitations 5 Conclusion References Perceptions of Hospital Quality: A Case Study from Greece 1 Introduction 2 Literature Review 3 Methodology 4 Results 4.1 Sample 4.2 Factor Analysis 4.3 Cluster Analysis 5 Conclusions-Limitations-Directions for Future Research References The Wine Lab Project Exploring the Views from Experts 1 Introduction 2 The Wine Lab Project 3 Methodology 4 Findings and Discussion 5 Conclusive Remarks References Impression Management Through Websites: An Analysis of the Romanian Banking Industry 1 Introduction 2 Research 3 Results 3.1 Navigation 3.2 Interaction 3.3 General Information 3.4 Visual Content 3.5 Applications 4 Discussion 5 Conclusion References Participatory Culture and Tourist Experience: Promoting Destinations Through YouTube 1 Introduction 2 Literature Review 3 Methodological Considerations 4 Results 5 Discussion 6 Conclusion References Designing the Virtual Product Experience: Learnings from Shenzhen, China and the ESUN Solutions 1 Introduction: The Internet—The Basis of E-Commerce 2 Designing the Virtual Product Experience 3 Case Study: ESUN 3D+ Virtual Products Solutions 4 Discussion 5 Conclusion References Social Networking Sites: The New Era of Effective Online Marketing and Advertising 1 Introduction 2 Literature Review 3 Methodology 4 Analysis 5 Conclusion References Winery Visitors' Experience, Emotional Stimulation, Satisfaction and Behavioral Intentions: The Role of Age and PreviousExperience 1 Introduction 2 Theoretical Background 2.1 Experience, Emotions, Satisfaction and Behavioral Intentions 2.2 Research Regarding Visitors' Age and Prior Experience in the Tourism Field 3 Methodology 3.1 Survey Instrument and Measurements 3.2 Data Collection 4 Results 4.1 Sample Demographics 4.2 Reliability and Validity Testing 4.3 Examining the Propositions 5 Discussion and Implications References Factors That Influence Tourist Satisfaction: An Empirical Study in Pafos 1 Introduction 2 Literature Review 3 Methodology 4 Analysis 5 Discussion and Conclusions References Cyber-Citizenship: A Challenge of the Twenty-First CenturyEducation 1 Introduction 2 Sense(s) of Education for Cyber-Citizenship 3 A Case Study of Conceptions and Representations of Educators/Teachers on Education for Cyber-Citizenship 4 Final Considerations References Turkish Gen Y Customers' Visit Intentions and Word of Mouth Activities Regarding Online Travel Agencies 1 Introduction 2 Literature Review 3 Methodology 4 Findings 5 Discussion 6 Conclusion References Exploiting Human Cognitive Architecture to Design a New Cultural Narrative for Non-captive Audiences: The TOURiBOOST Project 1 Introduction 2 Literature Review 3 Research Methodology 4 The Experience Design 5 Conclusion References Creating a Personalised Experience for Libraries' Visitors 1 Introduction 2 The State of the Art 3 Ecosystem of Software 4 Personalisation 4.1 User's Profile 4.2 Traffic Prediction & Redirection 4.3 Recommendation System 5 Creating Hotspots/Divide and Conquer 6 Gamification System/Experience 7 Conclusion and Future Perspectives References Strategic Planning to Promote the Cultural Heritage. The Business Model Canvas for the Kapodestrian Buildings of the Island of Aegina, Greece 1 Introduction 2 Literature Review 2.1 The Concept of Culture, Sustainable Development and Strategic Planning 3 Methodology 4 Study Area: Island of Aegina 4.1 The 1st Dimension: Where Are We? Where Do We Want to Go? How Do We Go? Planning and Cultural Development 4.2 The 2nd Dimension: SWOT Analysis 4.3 The 3rd Dimension: The BMC for the Project a Thematic Route to the Kapodestrian Buildings of Aegina 5 Conclusion References Social Media Activism on Cultural Tourism: A Proposal for Paleochora in Aegina, Greece 1 Introduction 2 Social Media Activism 3 Social Media on Cultural Tourism 4 How to Combine Social Media Activism and Cultural Tourism 5 Case Study 5.1 Description of the Area 5.2 The “Paleochora Project” 6 The Project's Expectations and Conclusion References The Role of Market Segmentation and Target Marketing Strategies to Increase Occupancy Rates and Sales Opportunities of Hotel Enterprises 1 Introduction 2 Methodology 3 Literature Review 3.1 Market Segmentation 3.2 Target Marketing 3.3 Market Segmentation and Target Marketing Strategies of Hotel Enterprises 4 Discussion and Conclusion References Climate Change and Cultural Heritage Case Study: The Islandof Chios 1 Introduction 2 Methodology 3 Basic Concepts 3.1 The “Circles” of Life and the Loss of Self-Regulation of Nature. The Notion of the “Sustainable Development” 3.2 Critical Issues of the Natural Environment Today 3.3 Climate Change: Reference to Crucial Phenomena 3.4 Worldwide Activation: New Research Concerns, International Programs and Agreements 3.5 Cultural Heritage, Climate Change and Tourism: What UNESCO Is Telling Us 4 The Case of the Island of Chios in the Northern Aegean 4.1 Description of Chios. Some Environmental Data and Problems 4.2 The Most Critical Climate Change Issues Occurring in Chios 4.3 Description of the Natural and Cultural Resources of the Island of Chios 4.4 Chios' Cultural Heritage in Risk 5 Conclusions and Suggestions References Relationships Among National Tourist Destination Arrivals, Effective Governance, Environmental Performance, and Human Development 1 Introduction 2 Literature Review 3 Methodology 3.1 Data 3.2 Hypotheses 3.3 Data Analysis 4 Results 5 Summary and Conclusions References Industrial Design in Event Tourism Marketing: The Case of Thessaloniki International Film Festival Pavilion 1 Introduction 2 Event Tourism Marketing and Design 3 The Pavilion Design in the Context of the Marketing Strategy TiFF 4 Conclusions: Suggestions for Further Research References Keep It Smart and Sustainable: A Bibliometric Analysis 1 Introduction 2 Background 3 Research Methodology 4 Results 5 Final Considerations References Sustainable Tourism in Europe from Tourists' Perspectives 1 Introduction 2 Literature Review 3 Framework and Results 4 Final Considerations References Employer Branding: Innovative Human Resource Practices in Tourism Sector 1 Introduction 2 The Dimension of HR Satisfaction Concerning the Policies Creating an “Employer of Choice” 3 Methodology and Numerical Results 3.1 *-12pt 4 Conclusion References Optimal Feature Selection for Decision Trees Induction Using a Genetic Algorithm Wrapper - A Model Approach 1 Introduction 2 Literature Review 3 Contextual Review 3.1 Decision Trees 3.2 Genetic Algorithms 3.3 The Wrapping Method 4 Model Description 4.1 Fitness Model (Genetic Algorithm Wrapper) 5 Discussion and Conclusions References Analyzing the Brand Personality of Athens 1 Introduction 2 Literature Review 3 Methodology 4 Results 5 Managerial Implications 6 Limitations and Suggestions for Further Research References Sport Motivation in Outdoor Sport Activities 1 Introduction: Background 1.1 Sport Motivation, Self Determination Theory 2 Methodology 2.1 Sample 2.2 Measures 3 Results 4 Discussion 5 Study Limitations and Future Research References Residents' Perceptions of Tourism Impact on Local Economic Development During the Economic Crisis: The Case of Kavala 1 Introduction 2 Literature Review 3 Methodology 3.1 Sampling and Data Collection 3.2 Proposed Hypothetical Model 4 Research Results 4.1 Residents' Demographic Profile and Descriptive Statistics of Residents' Perceptions 4.2 Hypotheses Testing 5 Conclusion and Research Implications References Taxonomy of Supervised Machine Learning for Intrusion Detection Systems 1 Introduction 2 Related Work 3 Public Data Sets 4 Supervised Machine Learning 4.1 Decision Trees 4.2 Rules-Based 4.3 Neural Network 4.4 Support Vector Machine 4.5 Bayesian Network 5 Conclusion References A Detailed Analysis of Using Supervised Machine Learning for Intrusion Detection 1 Introduction 2 Experimentation 2.1 Data-Set Pre-processing 2.2 Performance Metrics 2.3 Results and Discussion 2.4 Discussion 3 Conclusion References Multispectral Monitoring of Microclimate Conditions for Non-destructive Preservation of Cultural Heritage Assets 1 Introduction and Motivation 2 Concept 3 Methodology 4 Conclusion References Ancient Digital Technologies Using ICT Tools 1 Introduction and Motivation 2 Overall Research Approach 3 Methodology 4 Ambition 4.1 Current Limitations 5 Impact 5.1 Social and Economic Impact References Greek Traditional Dances 3D Motion Capturing and a Proposed Method for Identification Through Rhythm Pattern Analyses (Terpsichore Project) 1 Introduction 2 Methods 2.1 Participants 2.2 Instruments 2.3 Procedure 3 Results 4 Discussion 5 Conclusion References Greece, Tourism and Disability 1 Introduction 2 What About Greece 3 How Much Is Greece Accessible for People with Mobility Difficulties? 4 As Regards Access to Beaches 5 Adaptive Sports 6 Discussion and Conclusion References Turning a Problem into an Opportunity Through Tourism and Marketing: The Case of Wild Rabbits in Lemnos Island, Greece 1 Introduction 2 Controlling a Thriving Population Through Hunting 3 Research Methodology 4 Perceptions of Local Stakeholders and Hunting Tourism Development 5 Conclusions: Suggestions for Further Research References A Systematic Literature Review on E-Commerce Success Factors 1 Introduction 2 Methodology 3 Results 3.1 Factors Related to Site Design and General Presentation 3.2 Factors Related to Marketing Techniques 3.3 Factors Related to Trading, Delivery and Customer Support Before and After the Purchases 3.4 Factors Related to the Site's Reliability, Safety and Reputation 4 Conclusions References Influencer Versus Celebrity Endorser Performance on Instagram 1 Introduction 2 Background and Related Work 3 Research Method 4 Findings and Discussions 5 Conclusion and Limitations References Displaced Due to Conservation and Tourism in the Heart of India: A Review of the Relevant Policies 1 Introduction 2 Wildlife Tourism in India 2.1 Conservation and the Plight of the Displaced Indigenous Communities 2.2 The Madhya Pradesh Context 3 Reviewing the Relevant Policies and Acts 3.1 About the Indian Tourism Policy 4 Conclusion References Review of Social Media's Influence on Airbnb Accommodation's Booking Intention 1 Introduction 2 Literature Review 2.1 The Role of Social Media in the Decision Making Process 2.2 Different Generations, Their Exposure to Social Media and Its Impact on Their Booking Intentions 2.3 Accommodation Promoted Through Social Media 3 Conclusion References Blockchain Technology: A Case Study from Greek Accountants 1 Introduction 2 Literature Review 3 Research Methodology 4 Results 5 Discussion and Conclusions References University Pedagogy in Greece: Pedagogical Needs of Greek Academics from Ionian University 1 Introduction 2 Methods, Materials and Participants 3 Findings 4 Discussion 5 Conclusion References Experiencing a Museum After Dark: The Practice of `Lates' in the Industrial Gas Museum of Athens 1 Introduction 2 The Concept, the Development and Key Features of `Lates' 3 The Industrial Gas Museum in Technopolis City of Athens and Its Audience 4 The “Let's Be Late!” Event at the Industrial Gas Museum 5 Methodology 6 Results of the Quantitative Research 7 Observation: Visitors' Engagement with the Displays 8 Results of the Observation 9 Discussion 10 Concluding Remarks References Culture as an Instrument of Mass Construction 1 Introduction 2 Literature Review 3 Research Methodology 4 Content Analysis 5 Findings 6 Conclusion References Travel and Tourism Competitiveness of Economies Around the World Using Rough SWARA and TODIM Method 1 Introduction 2 Evaluation of the T&T Competitiveness of the Countries' Using the Hybrid MCDM Method 2.1 Establishing Criteria Weights with Rough SWARA Method 2.2 Evaluating Countries' T&T Competitiveness with TODIM Method 3 Conclusion References E-commerce Success Factors: A Taxonomy and Application in the Fashion Industry 1 Introduction 2 Previous Literature 3 Methodology 3.1 Industry and Sample Selection 4 Results 4.1 Critical Success Factors 5 Conclusions References Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective 1 Introduction 2 Literature Review 3 Methodology 4 Discussion and Conclusions References Revolutionizing Marketing in Tourism Industry Through Blockchain Technology 1 The Impact of the Blockchain Technology on Tourism 1.1 Blockchain Technology (BT) 1.2 The Impact on Tourism 2 Revolutionizing Marketing Through Blockchain 2.1 Literature Review 2.2 Study Cases 3 Results and Discussion 4 Conclusions References Consumers' Perceptions of Gender-Neutral Advertising: An Empirical Study 1 Introduction 2 Literature Review 3 Methodology 4 Results 4.1 Sample Demographics 4.2 Hypothesis Testing 5 Discussion—Conclusion—Limitations—Directions for Future Research References The Contribution of New Construction Technologies to Interactivity, Flexibility and Personalization in Hospitality Design, as Explored in Student Projects 1 Changes in Society and Technology Affect Contemporary Hospitality Design 2 New Technologies, Construction/Fabrication Techniques and Digital Simulation in Student Interpretations of Contemporary Spatial Design 3 Conclusions References Exploring the Mediating Role of Interactivity Between Content Engagement and Business Performance in a Mobile-Marketing Strategy: A Quantitative Research in a Business-to-BusinessContext 1 Introduction 2 Background and Hypotheses 3 Methodology and Measurement 4 Analyses, Findings and Discussion 5 Limitations and Future Research References The Strategic Use of Social Media in the Business-to-Business Context. Two Social Media Users' Clusters 1 Introduction 2 Background and Hypotheses 3 Methodology 3.1 Sampling 3.2 Reliability and Validity of Measures 4 Findings and Discussion 5 Conclusion, Limitations and Future Research References Examination of the Current Literature on How Robots Can Contribute on Hotel Service Quality 1 Introduction 2 Methodology 3 Proposed Methodology 3.1 Research Hypothesis 3.2 The Research Model and the Research Tool 3.3 Measurement Process 3.4 Design of Research 3.5 Participants 4 Conclusion References Teaching Critical Thinking Through Tourism Advertising 1 Introduction 2 Literature Review 2.1 Critical Thinking 2.2 Critical Media Literacy 2.3 Teaching Models and Approaches 3 Analysis 4 Application 4.1 Observation 4.2 Research 4.3 Conclusion or Combination: The Last Stage in the O.R.C. Model 5 Discussion References Analysis Based on the Hotel Industry, the Lodging Market in Mexico: The Posadas Case 1 Introduction 2 Background and Global Panorama 3 National Panorama 4 Current Lodging Situation and Market Structure 5 Market Differentiation 6 Conclusions References The Implementation of Internal Marketing in Public Sector Organizations: The Case of Job Satisfaction at Chios PoliceDepartment 1 Introduction 2 Literature Review 2.1 From Internal Marketing to Job Satisfaction 2.2 Police Job Satisfaction 3 Methodology 4 Data Analysis 4.1 Demographic Profile of the Respondents 4.2 Multivariate Data Analysis 5 Discussion 6 Conclusion, Limitations and Future Research References Tourists' Perceptions and Intended Behavior Thanks to Celebrity Endorsement: Antetokounmpo Invites You to Santorini with Aegean Airlines 1 Introduction 2 Literature Review 2.1 Celebrity Endorsement 2.2 Destination Image 2.3 Destination Familiarity 3 Methodology 4 Data Analysis and Discussion 5 Conclusion, Limitations and Future Research References National Heritage as a Resource for Tourism Marketing 1 Introduction 2 Objective 3 Reference Framework 3.1 Heritage 3.2 Resources 4 Marketing 4.1 Resources for the Tourism Marketing 5 Methodology 5.1 Research Design 5.2 Procedure for Carrying out the Investigation 5.3 Dimensions and Indicators for Instrument Design 5.4 Description of the Analysis to Be Carried Out 6 Results and Implications 7 Conclusions References Strategic Management and Art Museums: The Case Study of the Historical Museum of the University of Athens 1 Introduction 2 The Role of Strategic Planning in Museums 3 Case Studies of Art Museum Strategic Planning 3.1 The Milwaukee Art Museum 3.2 The Nelson-Atkins Museum of Art 3.3 The Strategic Planning of the Historical Museum of the University of Athens for the Period 2016–2020 4 Conclusion References The Importance of the Training of Professionals Related to Tourism with Full Knowledge of the Heritage of Mexico: Case Study of the Higher School of Tourism of the National PolytechnicInstitute 1 Introduction 2 National Polytechnic Institute 2.1 Generalities 2.2 Higher School of Tourism 2.3 Academic Program of the Degree in Tourism 3 Methodology 3.1 Design of the Investigation 3.2 Research Focus 3.3 Universe, Population and Sample 3.4 Measuring Instruments 3.5 Results 4 Conclusions References Nautical Tradition an