Eureka! Institutional Repository

Purpose: The purpose of the present study is to demonstrate the importance of the use of technological achievements and innovations by businesses in order to increase their competitiveness in the market. Additionally, it is trying to assess the extent to which social media influence the choices of Greek tourists in organizing a trip or choosing a touristic destination. Methodology: To achieve the purpose of the paper, a survey was conducted in October and December 2019. The survey was conducted via online questionnaires and the final sample consists of 133 participants who are all residents of Greece and have travelled abroad at least once in their lifetime. Findings: Findings from the research show that the use of the internet, social media and other applications affects Greek tourists in a great extent. They are influenced by reading comments from other users when choosing a destination and they rely on web sites to plan their trips. There is also widespread use of technological multimedia and applications for their more immediate and cost-effective service. Originality / Value / Suggestions: This research, according to its results, helps to highlight the necessity of the use of technological means and innovations in tourism businesses. Businesses in the tourism industry have the opportunity to have a clearer picture of the great influence of the internet and of the electronic services and applications, in general, to tourists and thus help them to understand their potential customers’ wishes. In this way, they can offer even more attractive services to increase their competitiveness.