The application of new technologies in the creation of tourist clusters. Case study from Greece

Résumé

Digital technology is gaining more and more ground in today's world, especially in the tourism sector, with the majority of tourism businesses following the modern trends of technology, in order to enhance their competitiveness. It is important for tourism businesses to promote the tourism product, as digital technology has a high penetration in the marketing and sales of tourism businesses, while digital applications also facilitate the travel experience, as it is widely used by the potential tourist at all stages of travel preparation. Entrepreneurs now in order to cope with the competition, among related businesses in tourist destinations, have started introducing some flexible methods. One such method is clusters. A tourism cluster is a cluster of businesses and includes businesses with different elements and activities such as accommodation, travel agencies, aquariums, theme parks, public transport, etc. that are enhanced by using the tools offered by technology. The article discusses the role of new technologies in the creation of tourism clusters by presenting a case study from Greece. The conclusions drawn are quite consistent with the theories analyzed throughout the paper.