Tourism, Culture and Heritage in a Smart Economy

Springer Proceedings in Business and Economics

Vicky Katsoni

Amitabh Upadhya

Anastasia Stratigea Editors

Tourism,

Culture and

Heritage in a

Smart Economy

Third International Conference IACuDiT,

Athens 2016

Springer Proceedings in Business and Economics

More information about this series at http://www.springer.com/series/11960

Vicky Katsoni • Amitabh Upadhya

Anastasia Stratigea

Editors

Tourism, Culture

and Heritage in a Smart

Economy

Third International Conference IACuDiT,

Athens 2016

123

Editors

Vicky Katsoni

Technological Educational Institute

of Athens and IACuDiT

Athens

Greece

Amitabh Upadhya

Skyline University College

Sharjah

United Arab Emirates

Anastasia Stratigea

National Technical University of Athens

Athens

Greece

ISSN 2198-7246 ISSN 2198-7254 (electronic)

Springer Proceedings in Business and Economics

ISBN 978-3-319-47731-2 ISBN 978-3-319-47732-9 (eBook)

DOI 10.1007/978-3-319-47732-9

Library of Congress Control Number: 2016959548

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Preface

The current book of proceedings is the outcome of the effort of a number of people,

who participated at the 3rd International Conference organized by the International

Association of Cultural and Digital Tourism (IACuDiT) in Athens, May 19–21,

2016 (http://iacudit.org/Conference2016/). The chair of the conference, i.e.

IACuDiT is a global network of people, who bear on a wide range of issues of

concern and interest in cultural and digital tourism, in an era of major global

changes. IACuDiT is a nonprofit international association, which values creative,

ethical, and progressive action, aimed at the improvement of global hospitality and

tourism research on cultural and digital issues. IACuDiT brings together a wide

range of academics and industry practitioners from cultural, heritage, communi￾cation, and innovational tourism backgrounds and interests. It mainly promotes and

sponsors discussion, knowledge sharing, and close cooperation among scholars,

researchers, policy makers, and tourism professionals. It is based on the notion that:

“Technological changes do not influence the missions of cultural tourism actors in

the areas of promotion and product development, but rather the manner of carrying

them out”. It provides its members with a timely, interactive, and international

platform to meet, discuss, and debate cultural, heritage, and other tourism issues

that will affect the future direction of hospitality and tourism research and practice

in a digital and innovational era.

The Conference was co-chaired by the Skyline University College, United Arab

Emirates; the University of Applied Sciences, Austria; and the National Technical

University of Athens (NTUA), Greece.

The theme of the 3rd IACuDiT Conference was on the Tourism, Culture and

Heritage in Smart Economy. The scope of the conference was to shed light on the

latest developments in the tourism sector, a sector considered as a key driver for

many national and regional economies, cross-cutting cultural, environmental,

v

political, economic, social and technological aspects of contemporary societies. In

this respect, the ultimate goal was to provide a step motivating an interdisciplinary,

fruitful, and challenging dialogue that could promote further understanding and

interaction among a multidisciplinary academic audience, tourism industry pro￾fessionals and key practitioners, as well as decision makers. Towards this end, the

Conference is touching upon a range of key themes affecting both the tourism sector

per se but also sustainable tourism development, in order scientific knowledge but

also practical experiences to be creatively shared and synergies to be created.

Based on the nature of the tourism sector and its interaction with many different

dimensions of tourist destinations, an interdisciplinary audience of academic

researchers and scholars, industry professionals, and governmental officials and

other key industry practitioners have contributed to the 3rd IACuDiT Conference.

Their valuable contributions have formed the content of the current book, enriching

though the perspectives, the context, the approaches and tools that can be used for a

thorough understanding, planning and promoting local assets along the lines of

sustainability in environmental, economic and social terms.

To all these people who have helped and supported the realization of the 3rd

International Conference of IACuDiT and have brought to an end the current

editorial effort, we would like to express our gratitude. Special thanks and sincere

appreciation are due to all our keynote speakers, for providing valuable input that

has enriched discussions and argumentation of the Conference. We would also like

to address our gratitude to the Greek Ministry of Tourism and the Hellenic Republic

Ministry of Culture and Sports, without the support of which it would not be

possible to organize this symposium. Their full understanding, support and

encouragement made this task much easier for us. Finally, special acknowledge￾ment goes to the Universities co-chairing and supporting this conference, namely

the: Skyline University College, United Arab Emirates; University of Applied

Sciences, Austria; and the National Technical University of Athens (NTUA),

Greece.

We would like to hope that our ambition to add value to such a complex and

intriguing issue as the one of tourism, by shedding some light on its interdisci￾plinary nature as well as tools and approaches to cope with it, was fraught with

success. In any case though, bearing in mind the Henry Miller’s saying:

“… one’s destination is never a place, but a new way of seeing things”,

vi Preface

we would like to hope that the 3rd IACuDiT Conference has contributed to the

creation of a fertile ground for interdisciplinary work and new ways of thinking

of the current, but also future challenges of the topic at hand.

Vicky Katsoni Amitabh Upadhya Anastasia Stratigea

May 2016

Athens, Greece

Preface vii

Contents

Part I ‘Smart’ Cultural Heritage Management

Serious Games at the Service of Cultural Heritage and Tourism ...... 3

Andreas Georgopoulos, Georgia Kontogianni, Christos Koutsaftis

and Margarita Skamantzari

Dissemination of Environmental Soundscape and Musical Heritage

Through 3D Virtual Telepresence ............................... 19

Georgios Heliades, Constantinos Halkiopoulos and Dimitrios Arvanitis

Digital Integration of the European Street Art: Tourism,

Identity and Scientific Opportunities ............................. 35

Virginia Santamarina-Campos, Blanca de-Miguel-Molina,

María de-Miguel-Molina and Marival Segarra-Oña

A Hashtag Campaign: A Critical Tool to Transmedia Storytelling

Within a Digital Strategy and Its Legal Informatics Issues. A Case

Study ...................................................... 49

Anna Paola Paiano, Giuseppina Passiante, Lara Valente

and Marco Mancarella

Museums + Instagram ........................................ 73

Katerina Lazaridou, Vasiliki Vrana and Dimitrios Paschaloudis

Evaluation of Athens as a City Break Destination: Tourist

Perspective Explored via Data Mining Techniques.................. 85

Gerasimos Panas, Georgios Heliades, Constantinos Halkiopoulos,

Dimitra Tsavalia and Argyro Bougioura

ix

Part II Tourism Business Environment—Current

Developments and Experiences

The Insight of Tourism Operators in Contemporary Business

Environment ................................................ 107

Eriks Lingeberzins

Measuring the Twitter Performance of Hotel E-Mediaries ........... 121

Vasiliki Vrana, Kostas Zafiropoulos, Konstantinos Antoniadis

and Anastasios-Ioannis Theocharidis

Modulation of Conditions and Infrastructure for the Integration

of Change Management in Tourism Sector........................ 133

Ioannis Rossidis, Petros Katsimardos, Konstantinos Bouas,

George Aspridis and Nikolaos Blanas

The Impact of ISO 9001 Quality Management System

Implementation in Tourism SMEs............................... 145

Dimitris Drosos, Michalis Skordoulis, Miltiadis Chalikias,

Petros Kalantonis and Aristeidis Papagrigoriou

The Concept of the Innovative Tourism Enterprises

Assessment Capability ........................................ 159

Leszek Koziol, Anna Wojtowicz and Anna Karaś

Looking for Determinants of the Environmental Concern

at the Hospitality Industry ..................................... 173

Angel Peiro-Signes and Marival Segarra-Oña

The Importance of Human Resource Management for the

Development of Effective Corporate Culture in Hotel Units .......... 183

Labros Sdrolias, Ioannis Anyfantis, Ioannis Koukoubliakos, Donka Nikova

and Ioannis Meleas

Human Resource Management, Strategic Leadership Development

and the Greek Tourism Sector.................................. 189

Dimitrios Belias, Panagiotis Trivellas, Athanasios Koustelios,

Panagiotis Serdaris, Konstantinos Varsanis and Ioanna Grigoriou

The Strategic Role of Information Technology

in Tourism: The Case of Global Distribution Systems............... 207

Dimitris Drosos, Miltiadis Chalikias, Michalis Skordoulis,

Petros Kalantonis and Aristeidis Papagrigoriou

A Theoretical Model of Weighting and Evaluating the Elements

Defining the Change of Organizational Culture .................... 221

Theodoros Stavrinoudis and Christos Kakarougkas

x Contents

Entrepreneurship and Innovation: Current Aspects................. 239

Vasiliki Karagianni, Aristidis Papagrigoriou, Petros Kalantonis,

Miltiadis Chalikias and Dimitris Drosos

Social Media Tools and (E)Destination: An Italian Case Study........ 251

Anna Paola Paiano, Lara Valente, Valentina Ndou

and Pasquale Del Vecchio

Part III Methodological Frameworks, Tools and Approaches

for Sustainable Tourism Management

PM4SD as a Methodological Framework for Sustainable Tourism..... 275

Giusy Cardia and Andrew Jones

Project Cultour+: Building Professional Skills on Religious

and Thermal Tourism......................................... 293

Afroditi Kamara, Martin Gómez-Ullate, Luis Ochoa-Siguencia,

Veronika Joukes and Altheo Valentini

The Model Do-Di: An Emerging Methodology for the Management

of the Relation Between Tourism, Culture and Development ......... 305

Giusy Cardia and J.I. Pulido Fernández

Participatory Decision-Making for Sustainable Tourism

Development in Tunisia ....................................... 323

Salma Halioui and Michael Schmidt

In Search of Participatory Sustainable Cultural Paths

at the Local Level—The Case of Kissamos Province-Crete ........... 339

Maria Panagiotopoulou, Giorgos Somarakis, Anastasia Stratigea

and Vicky Katsoni

Digital Strategies to a Local Cultural Tourism

Development: Project e-Carnide ................................ 365

Maria Isabel Roque and Maria João Forte

Putting Social Innovation into Action: The Case of the Ecotourism

at the Dominican Republic ..................................... 385

Marival Segarra-Oña and Angel Peiró-Signes

Landscape, Culture and Place Marketing—The International

Dance Festival in Kalamata, Greece ............................. 395

Sotiria Katsafadou and Alex Deffner

Assessment of Impact-Contribution of Cultural Festival

in the Tourism Development of Thessaloniki ...................... 411

Sofia Tsiftelidou, Dimitris Kourkouridis and Valia Xanthopoulou-Tsitsoni

Contents xi

Is Silver Economy a New Way of Tourism Potential for Greece?...... 425

Dimitrios Kyriakou and Dimitrios Belias

The Information and Promotion of Rural Tourism

in the Globalised Era: The Case of Madeira Island ................. 437

Elisabete Rodrigues

Thermal Spring Health Tourism in Albania: Challenges

and Perspectives ............................................. 455

Vusal Gambarov and Hecarta Gjinika

The Role of Experience in Shaping Student Perception

of the Significance of Cultural Heritage .......................... 467

Savvas Makridis, Spyridon Alexiou and Maria Vrasida

Forecasting British Tourist Inflows to Portugal Using

Google Trends Data .......................................... 483

Gorete Dinis, Carlos Costa and Osvaldo Pacheco

xii Contents

Editorial

The dynamic role of tourism in local economic development is nowadays largely

appreciated, with the tourist sector been considered as a structural element of

modern societies. Tourism has become one of the major sectors in many local

economies, mainly due to its increasing share in income distribution, but also the

opportunities it creates for upgrading local development perspectives.

In this respect, tourist development has become one of the major policy paths

towards regional development, largely drawing upon the positive impacts of tour￾ism on motivating regional development processes, income creation,

entrepreneurship, etc. Nevertheless, one should also be aware of the negative

impacts of tourism development as well, which emerge from the high pressure

exerted on the social, cultural, and environmental aspects of host destinations. Such

a consideration, and the need to seek a balance between positive and negative

impacts of tourism, has pushed forward the emergence of the sustainable tourist

development concept. Pursuing sustainable tourism development objectives is

nowadays at the forefront of current policy paths, as consensus has been reached as

to the very important contribution of tourism to many of the world’s most pressing

challenges, from economic growth to climate change, thus recognizing tourism as

an economic powerhouse and a contributor to all three pillars of sustainable

development.

Sustainable tourist development has nowadays been set at the heart of global but

also local policy efforts in both tourist developed and developing areas, seeking to

reap the economic benefits of tourist development but also manage carrying

capacity aspects of available resources in destinations; and sustain cultural integrity,

essential ecological processes, biological diversity and life support systems

(Stratigea and Katsoni 2015). Sustainable exploitation of destinations’ natural and

cultural assets is, in this respect, considered as a great challenge and a key planning

goal, an end state to be reached by means of coordinated efforts of a variety of

players, i.e. policy makers, tourism stakeholders, planners, local societies, etc.

Speaking of the tourism sector per se, a range of great challenges is also coming

to the fore that renders the tourism market an increasingly competitive and complex

arena. Players in this arena, i.e. tourist businesses, need to re-position their strategy

xiii

and re-engineer their processes in order to survive and properly adjust to external

signs and changes of the general decision environment but also the tourist market.

Key trends appearing nowadays in the tourism sector are driven by both

increasing environmental awareness and huge developments in the Information and

Communication Technologies (ICTs) sector. The mainstream of these trends refer

to the demand and supply but also the destination side and can be shortly described

as follows (Stratigea and Katsoni 2015):

• On the demand side: a persisting trend appears towards more ‘experienced,

sophisticated, educated, knowledgeable and demanding’ consumers, increas￾ingly seeking new, meaningful and authentic tourist experience, based on per￾sonalized preferences.

• On the supply side: the exploitation of technology is nowadays critical for the

tourism industry so as to achieve competitive advantage and provide economic

benefits for localities, thus reducing the asymmetric distribution of economic,

political, and cultural capital globally. ICTs and their applications enable tourists

and businesses to participate in the emerging electronic market and benefit from

arising opportunities. Based on that, the supply side will manage to meet the

growing trend towards the customization of the tourist product, by establishing

‘one-to-one’ but also ‘win–win’ (customers and businesses) marketing

approaches. This newly evolving production environment values the most

efficient relationships that are based on the creation of alliances, partnerships

and networks among firms, enhanced by the emergence of ICTs. Tourist

stakeholders with an ability to learn quickly collaborate and translate that

learning into active sharing of online experience, will be able to gain compet￾itive advantages in these rapidly changing marketplaces (Katsoni 2012; Katsoni

and Venetsanopoulou 2013). Moreover, environmental protection objectives

re-engineer production processes of the tourist sector in order the demand for

environmentally committed tourist businesses and products to be effectively

satisfied.

• On the destination side: the changing characteristics of the tourist market call for

the development of new products and services for meeting newly emerging

special interest markets, thus potentially affecting, among others, the destina￾tions’ management towards the development of targeted and increasingly

theme-based tourism products and services. These are broadly oriented to one

or a combination of three e-words: entertainment, excitement and education/

experience of visitors (UNWTO 2002). Destinations’ marketing has also been

largely affected by developments of information technology and social media,

increasing competition among destinations.

Of importance in this respect is also the evolving context of smart cities and its

penetrating role to a variety of sectors, the tourism sector as well. Smart tourism is

emerging in such a context, with the term presenting, according to Gretzel et al.

(2015), a new buzzword that attempts to delineate the increasing reliance of tourism

industries, tourists and destinations on emerging forms of ICT that allow the

transformation of massive amounts of data into value propositions. Speaking of the

xiv Editorial

destinations, the struggle of cities to follow the new smart city paradigm and the

expansion of the digital world has marked also a redefinition of the role of DMOs.

Cultural and heritage resources of a destination need a different approach in the

digital era. The DMO got easily transformed from being a marketing organization

to a management organization and now it is needed to go beyond traditional

management approaches and become a Digital Destination Organization, a very

interesting topic presented by the keynote speaker Dr. Amitabh Upadhya in the 3rd

International Conference of IACuDiT, 2016. The digital world is waiting with

ample opportunities.

The key themes emerging from the above discussion and the ways these can

affect tourism development both at the macro (the destination) and the micro (the

business firm) level were explored in the context of the 3rd International

Conference, 2016, organized by the International Association of Cultural and

Digital Tourism (IACuDiT) on ‘Tourism, Culture and Heritage in Smart Economy’.

The conference goal was to get more insight into the various aspects of the above

themes, by collecting different views, opinions and practical experiences from

different places of the world through the creation of an interdisciplinary platform of

interaction among academia, policy makers, practitioners, tourism industry, etc.

The present book of proceedings draws upon the contributions of a large number

of people, who have participated in the 2016 International IACuDiT Conference;

and have presented different views and dimensions of the core theme of the con￾ference. A crop of thirty three contributions was collected by this chance, which,

are further classified into three distinct parts as follows:

• Part I ‘Smart’ Cultural Heritage Management

• Part II Tourism Business Environment—Current Developments and

Experiences

• Part III Methodological Frameworks, Tools and Approaches for Sustainable

Tourism Management

Papers falling into each specific part of the book have as follows:

Part I ‘Smart’ Cultural Heritage Management

Part I consists of six chapters. Its focus is on exploring the role of Information and

Communication Technologies (ICTs) on heritage management. Papers incorporated

in this part reflect the new challenges and opportunities for marketing cultural

destinations, heritage and related products that are enabled in the highly connected

‘smart’ environment, marked by the revolutionary technological developments and

their potential for “searching, gathering, storing, elaborating, generating, visualizing

and transmitting information” (Bangemann 1994). Within such environments, new

potential is created for smart cultural tourism that can add value to cultural heritage

management and relating marketing strategies of businesses and destinations.

Along these lines, in Chapter “Serious Games at the Service of Cultural Heritage

and Tourism”, Andreas Georgopoulos, Georgia Kontogianni, Christos Koutsaftis

and Margarita Skamantzari explore the value of ICT-enabled applications for a

Editorial xv