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

EFFICIENCY OF INTERNATIONAL TOURISM MARKETING

FOR THE PROMOTION OF TOURIST PRODUCTS OF GREEK
COMPANIES IN THE EUROPEAN MARKET

1
Konstantia Darvidou , Evangelos Siskos 2

1 Ph.D. of International Economic Relations, Department of Management Science
and Technology, University of Patras, Greece. ORCID ID: 0000-0002-8113-7302

2 Professor of International, European and Black Sea Economic Relations
Department of International and European Economic Studies (Kozani), University
of Western Macedonia, Greece. ORCID ID: 0000-0002-5221-4444

https://doi.org/jestp.2024.81.01.02

Received: January 18; accepted May 16, 2024; published online July 26, 2024

ABSTRACT
The paper provides an overview of how various marketing channels are used by Greek
tourism enterprises, especially digital tools. They are important for reaching more
customers especially from the European market, which is the main source of
international tourists in Greece. Websites, social networks and paid targeted
advertising online are the most important digital tools for the Greek tourism
businesses. There was also an increase in imports of advertising and marketing
research services from the EU in recent years. Correlations, regression models and
efficiency ratios are calculated. Websites providing description of tourism services,
their prices and online booking, and possibly social networks provided the largest
contribution in growth of the EU tourists’ expenditure in Greece. There was a large
volatility in efficiency of digital marketing tools during and after the pandemic in
2020-2021. Imports of advertising and marketing research services from Luxemburg,
Czechia, Denmark, Estonia, Sweden and Germany were the most efficient by
generating flows of tourists from those countries.

Key words: international tourism, marketing channels, digital marketing, the EU
market, economy of Greece

JEL: M31, Z33, Z32

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