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This open access book presents the latest findings of researchers from around the globe who presented their work at the 12th International Conference of Strategic Innovative Marketing and Tourism (ICSIMAT) in 2025. It provides an up-to-date information and discusses current trends, issues, and debates, both theoretical and practical research, on strategic innovative marketing and tourism and applications from social media and emerging technologies in Artificial Intelligence and the Internet of Everything. Topics covered in the chapters include social media in marketing and tourism hospitality, culture, strategic tools, and techniques employed and implemented by some of the top research laboratories in the world to the industry. This book brings together work from both academia and industry and continues the successful impact of the previous years' conference on the academic discussion of the topics.
List of contents
A Multidisciplinary Design Perspective for Integrating the Promotion of Intangible Cultural Heritage (ICH) into Higher Education.- The Significance of Place in the Relationship between Tourism and Architecture: Thoughts on Greekness and Sustainability.- Fostering Social Entrepreneurship: The Role of Entre-preneurship Education.- The Role of Employees in Creating Entrepreneurship and Introducing Innovations.
About the author
Androniki Kavoura
is Professor of Marketing Communication at the Department of Business Administration, University of West Attica, Greece. Her research focuses, among others, on marketing communication, social media marketing, and tourism marketing. She has published in the International Journal of Mobile Computing and Multimedia Communications, International Journal of Web Based Communities, EuroMed Journal of Business, Library Review, International Journal of Culture, Tourism and Hospitality Research, Journal of Vacation Marketing, Tourism Culture and Communication, and ‘Tourismos’. She is also Conference Chair of the International Conference on Strategic Innovative Marketing and Tourism.
Ulrike Gretzel
is a Senior Fellow at the Center for Public Relations, University of Southern California, USA, and Director of Research at Netnografica, an innovative market research company that provides actionable insights by extracting meaning from online conversations. Her research spans the design, use, and implications of emerging technologies (ranging from social media and mobile applications to smart cities, robots, artificial intelligence, and the Metaverse), and the development of netnography. She has over 20 years of experience conducting academic and practice-focused research. She is frequently acknowledged as one of the most cited authors in the fields of tourism and persuasion and is an elected fellow of the International Academy for the Study of Tourism.
Vasiliki Vrana
is a Professor in the Department of Business Administration at the International Hellenic University (Greece) and a Vice-Rector of Administrative Affairs, Student Affairs and Lifelong Learning at the International Hellenic University. Her research interests include information and communication technologies in tourism and hospitality, AI applications, education evaluation, and Web 2.0 applications in tourism, health, and politics. She has widely published research work in academic journals, book chapters, and international conferences.
