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Konstantia Darvidou, Evangelos Siskos: Digital Marketing Tools in the EU Tourism Sector

of the data varies by years) in two tourism sector components: Accommodation (prefix A
is used in variables) and Travel agency, tour operator and other reservation service and
related activities (prefix T). These independent variables include the shares of enterprises:

• web – with a website;
• webdescr – where the website provided description of goods or services, price lists;
• wevorder – where the website provided online ordering or reservation or booking,
e.g. shopping cart;
• webtrack – where the website provided order tracking available online;
• webcustom – where the website provides possibility for visitors to customise or
design online goods or services;
• webperson -where the website has personalised content for regular/recurrent visitors;
• adv – which pay to advertise on the internet;
• advcont – which pay to advertise on the internet, based on the webpages' content
or keywords searched by users;
• advpast – which pay to advertise on the internet, based on the tracking of internet
users' past activities or profile;

• advgeo – which pay to advertise on the internet, based on the geolocation of
internet users;
• advoth – which pay to advertise on the internet, based on any other method of
targeted advertising;
• advtarg – which pay to advertise on the internet, based on the webpages' content,
keywords, users' past activities or profile or the geolocation;
• smimage – using social media to develop the enterprise's image or market products;
• smresp – using social media to obtain or respond to customer opinions, reviews
questions;
• sminnov – using social media to involve customers in development or innovation
of goods or services;
• smopin – using social media to exchange views, opinions or knowledge within the
enterprise;
• smcust – using social media with customers;
• snetw – using social networks (e.g. Facebook, LinkedIn, Xing, Viadeo, Yammer, etc.);
• blog – using enterprise's blog or microblogs (e.g. Twitter, Present.ly, etc.);
• mmedia – using multimedia content sharing websites (e.g. YouTube, Flickr,
Picasa, SlideShare, etc.);
• sm – using any social media;
• 1smtype – using only one type of social media;

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