Abstract
The purpose of this research is to identify the impact of business process improvement in the area of e-marketing in the hotel industry. The research identifies the barriers which block organizational change effort. A sample of thirty hotels in the city of Athens was used.This paper presents a SWOT analysis of the hotel sector, identifying the strengths, weaknesses, opportunities and threats that firms faced in the process of change. The results show that the majority of firms use, to a small extent, the e-marketing concept to improve their communication strategy and reach market segments.
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Samanta, I., Kyriazopoulos, P. (2009). Factors Influencing e-Business Adoption in the Greek Hotel Sector. In: Lytras, M.D., Ordonez de Pablos, P., Damiani, E., Avison, D., Naeve, A., Horner, D.G. (eds) Best Practices for the Knowledge Society. Knowledge, Learning, Development and Technology for All. WSKS 2009. Communications in Computer and Information Science, vol 49. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04757-2_51
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DOI: https://doi.org/10.1007/978-3-642-04757-2_51
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-04756-5
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