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The Impact of Information Technology and Sustainable Strategies in Hotel Branding, Evidence from the Greek Environment

Author

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  • Sotirios Varelas

    (Department of Tourism Studies, Economics, Business and International Studies, University of Piraeus, 185 34 Pireas, Greece)

  • Panagiota Karvela

    (Department of Business Administration, Economics, Business and International Studies, University of Piraeus, 185 34 Pireas, Greece)

  • Nikolaos Georgopoulos

    (Department of Business Administration, Economics, Business and International Studies, University of Piraeus, 185 34 Pireas, Greece)

Abstract

Information Systems, Sustainable Development and Hotel Branding are the main study areas of this specific research. In recent years, many technologies have been which have started to be implemented in the hospitality industry, but the full potential of these technologies has not yet been analyzed in order to understand how they could help companies to develop branding strategies and increase the customer’s loyalty and business performance. Moreover, due to the pandemic crisis due to COVID-19, hotel companies have to manage a new crisis, which affects both the economic and social pillars of their sustainable development. Therefore, the hospitality industry must be more flexible in adopting information technologies and sustainable philosophies, firstly for their own survival and secondly to strengthen their position inside the task environment. The methodology approach was based both on the literature review and qualitative methodology, which was conducted through questionnaires. The aim of this research is to analyze the above concepts and see how this combination could lead the hotel companies to develop a competitive advantage inside their task environment. The findings of this research concern the region of Greece. They reveal that there is a strong correlation among the above concepts, and each company should start to adopt sustainable philosophy, use information technologies, and develop new branding strategies.

Suggested Citation

  • Sotirios Varelas & Panagiota Karvela & Nikolaos Georgopoulos, 2021. "The Impact of Information Technology and Sustainable Strategies in Hotel Branding, Evidence from the Greek Environment," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8543-:d:605356
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    References listed on IDEAS

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    Cited by:

    1. Fandi Achmad & Yudha Prambudia & Augustina Asih Rumanti, 2023. "Improving Tourism Industry Performance through Support System Facilities and Stakeholders: The Role of Environmental Dynamism," Sustainability, MDPI, vol. 15(5), pages 1-24, February.
    2. Asterios Stroumpoulis & Evangelia Kopanaki & George Karaganis, 2021. "Examining the Relationship between Information Systems, Sustainable SCM, and Competitive Advantage," Sustainability, MDPI, vol. 13(21), pages 1-21, October.

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