Managerial Digitalisation Cost in the Hotel Sector: The Case of Northern Greece

The main purpose of the research is to measure the managerial digitalisation cost of the hotel sector in Northern Greece. Taking into consideration the impact of the pandemic crisis on business management and the lack of rich relevant literature, the study focuses on the cost of managerial digitalisation and its possible relationship with certain hotel demographic characteristics, like star ranking, period of operation, size and accommodation type. The population consists of 2187 hotel units, based on the register of the Hellenic Chamber of Hotels and other local associations such as Chalkidiki Hotels Association. Data were collected through a structured questionnaire, registered in Google forms, and sent by e-mail or alternatively via social media like Facebook. The main finding concerns the low amount of investment related to revenue, as the majority of hotel units spend less than 2.5% of their annual turnover on managerial digitalisation. In addition to this, members of hotel groups, seasonal and summer accommodations invest more in the adoption of digital managerial tools. A positive correlation with the number of employees was also detected. As digitalisation cost in the Greek hospitality sector is a completely unexplored scientific field, this is the first effort to deal with it. Furthermore, as Northern Greece is not as popular a tourist destination as other parts of Greece (i.e., the Aegean islands), the present research is a unique attempt to focus on the hotel sector of a less well-known Greek tourist region.