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Ηλεκτρονικό μάρκετινγκ τουριστικών επιχειρήσεων μέσω της εξόρυξης γνώσης από βάσεις δεδομένων on line συστημάτων κρατήσεων

Kazakopoulou Danai

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Summary

The purpose of this research is the multi-criteria analysis of tourism in Chania from 2009 until today, shaping marketing strategies for targeted advertising to increase bookings for tourist accommodation and make openings to new markets. The data that were processed (approximately 11,000 reservations) are online direct bookings from the websites of hotel units in Chania. The field of e-tourism (e-tourism) experienced strong growth in recent years, as it has several advantages compared to the traditional tourist system. Websites with online hotel booking systems are now used by almost all the tourist industry trend in recent years, to increase direct bookings through the website of the hotel. At a time when flexibility and infinite possibilities of choice is the strongest trend in consumer behavior, while the value for money and diversity characterize the choices of great interest how they affect the key tourism sector. Originally collected data and then constructed statistical tables for export initial conclusions. Then analyzed by the method of Data Mining (mining of large databases). Data mining algorithms applied extensively as decision trees (decision trees), grouping (clustering), association rules (association rules), time series (time series) etc. and then analyze their content. With this method can predict future trends and behaviors, allowing businesses to make marketing potential in any direction show the results. These results will be used as a customized guide for the set up of online marketing strategies for local businesses as it will bring new customer groups and marketing plans set up auxiliary to hoteliers for the following season.

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