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Additional Info

  • Type of Module/Course: Prescribed Stream Module
  • Level of Module / Course: Postgraduate Course
  • Year of Study: 1st
  • Semester: Spring semester
  • Number of credits allocated: 4,5 ECTS
  • Number of teaching units: 3
  • Name of lecturer / lecturers: Marianna Sigala
  • Content outline:

    The aim of the course is to provide the students the required knowledge and skills in order to be able to exploit the internet for designing and implementing effective e-commerce and e-marketing strategies in tourism. The course gives special attention to the specific features of the tourism products and how the e-commerce technologies can address the management challenges created by the former. The course also explains the concept of the e-business models by analysing the e-commerce operation model of various tourism companies involved in the online distribution and marketing of tourism products. Overall, the course aims to equip the students with the necessary skills and competences for designing and implementing effective e-commerce strategies in tourism.

  • Learning outcomes:

    After the successful completion of the course, the students should:

    • be able to understand and explain the concept of e-business model within the context of tourism
    • be able to explain and foresee the impacts of the internet on the tourism industry: supply and demand
    • possess the knowledge and skills for designing, implementing and evaluating an e-commerce strategy in tourism, such as design a website providing good e-service quality and CRM services
    • have the competencies and the theoretical background to develop, implement and assess an e-marketing strategy for promoting tourism products online
    • have the knowledge to exploit the social media for distributing, marketing and promoting tourism products
  • Prerequisites:


  • Module Contents (Syllabus):
    • Introduction and basic concepts:
    • e-commerce : definition, evolution and advantages - disadvantages in tourism
    • impacts of e-commerce on the electronic tourism distribution chain
    • Design and implementation of the e-business model
    • electronic marketing: tools and applications, advantages and disadvantages
    • methods and metrics for evaluating websites and e-commerce applications
    • Design and implementation of e distribution strategies in tourism
    • Exploitation and impact of social media tools in tourism
    • Exploitation and applications of the internet for managing crisis in tourism
  • Recommended Reading:
    Α) Principal Reference:
    • SIGALA, M., Mich, L. & Murphy, J. (Eds.) (2007). Information & Communication Technologies in Tourism 2007, Springer Computer Science, Wien, ISBN: 978-3-211-69564-7
    • SIGALA, M., Christou, E. & Gretzel, U. (2012). Web 2.0 in Travel, Tourism and Hospitality: theory, practice and cases. Ashgate Publishers. ISBN 978-1-4094-2091-0
    • Nyheim, P., McFadden, F. and Connolly, D. (2004). Technology strategies for the hospitality industry. Pearson Prentice Hall
    • O’Connor (1999). Electronic Information Distribution in tourism and Hospitality, CABI publishing
    • Poon, A. (1993). Tourism, Technology and Competitive Strategies, Oxford: CAB
    • Werthner, H. and Klein, S. (1999). Information Technology and Tourism; a challenging relationship, Vienna: Springer Verlag
    Β) Additional References:
    • Alford P. (2000). E-business models in the travel industry, Travel and Tourism Analyst, No. 3, p. 67-87
    • Chen, S. (2001). Strategic management of e-business. Chichester: John Wiley & Sons
    • Downes, L. and Mui, C. (1998). Unleashing the killer app: digital strategies for market dominance, Boston, MA: Harvard Business School Press.
    • El-Sawy, O.A., Malhotra, A., Gosain, S. and Young, K.M. (1999). IT intensive value innovation in the electronic economy: insights from Marshall industries, MIS Quarterly, 12/10, 305-333
    • Gianforte, G. (2003). The world at our fingertips - How online travel companies can turn clicks into bookings. Journal of Vacation Marketing, 10(1), 79-86.
    • Hitz, M., Murphy, J. and Sigala, M. (2006). Information and Communication Technologies in Tourism, ENTER 2006. Springer Verlag, Vienna
    • International Restaurant and Hotel Association (IHRA), (1999). Hospitality Technology in the new millennium, Report of IHRA
    • Jarvela, P., Loikkanen, J., Tinnila, M. and Tuunainen K. (1999). Business models for electronic commerce in the travel services, Information Technology & Tourism, Vol. 2, p.185-196
    • Kalakota R and Robinson M. (1999). E-Business the road map to success, Addisson Wesley
    • Karsten, K, (1997). Reinventing Package Holiday Business, Universitat, Berlin.
    • O’Connor, P. (2001). The Changing Face of Destination Management Systems. Travel and Tourism Analyst. Accessed 12/05/2005 on
    • Porter, M. (2001). Strategy and the Internet. Harvard Business Review, March, p. 63- 78
    • Porter, M.E. and Millar V.E. (1985). How information gives you competitive advantage, Harvard Business Review, July-August
    • Salzburg /Brussel, (2005) The European e-Business Market Watch. ICT and Electronic Business in the Tourism Industry. ICT Adoption and e-Business Activity in 2005. European Commission, Brussels.
    • Sheldon, P. (1993). Destination information systems, Annals of Tourism Research, 20, p. 633-649
    • Sigala M. & Marinidis, D. (2012). e-Democracy and web 2.0: a framework enabling DMOs to engage stakeholders in collaborative destination management. Tourism Analysis, Vol. 17, Iss. 2, pp. 105 - 120
    • Sigala M. (2011). eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence. Computers in Human Behavior, Vol. 27, pp. 655 - 661
    • Sigala M. (2012). Exploiting web 2.0 for New Service Development: findings and implications from the Greek tourism industry. International Journal of Tourism Research, Vol. 14, pp. 551 - 566
    • Sigala M. (2012). Social media and crisis management in tourism: applications and implications for research. Information Technology and Tourism, Vol. 13, No. 4, pp. 269 - 283
    • Sigala M. (2012). Social networks and customer involvement in New Service Development (NSD): the case of International Journal of Contemporary Hospitality Management, Vol. 24, No. 7, pp. 966 - 990
    • Sigala, M. & Sakellaridis, O. (2004). Web users’ cultural profiles and e-service quality: internationalization implications for tourism websites. Information Technology and Tourism, Vol. 7, No. 1, pp. 13 – 22
    • Sigala, M. (2003). Competing in the Virtual Marketspace: a strategic model for developing e-commerce in the hotel industry. International Journal of Hospitality Information Technology, Vol. 3, No. 1, pp. 43 – 60.
    • Sigala, M. (2003). Developing and Benchmarking Internet Marketing Strategies in the Hotel Sector in Greece. Journal of Hospitality & Tourism Research, Vol. 27, No. 4, pp. 375 – 401.
    • Sigala, M. (2003). Internet heritage and cultural tourism under virtual construction: implications for online visitors’ experiences and interpretation management. Tourism Today, No. 3, pp. 51 - 67.
    • Sigala, M. (2004). Customer Relationship Management: diffusing CRM benefits into business processes. European Conference in Information Systems (ECIS) 2004 Conference, Turku, Finland, 16 – 18 June, 2004.
    • Sigala, M. (2004). Designing experiential websites in tourism and hospitality: a customer-centric value approach. Information & Communication Technologies in Tourism 2004 (ENTER) Conference. Cairo, Egypt: International Federation of Information Technologies in Tourism (IFITT). 26 January – 28 January, 2004.
    • Sigala, M. (2004). Reviewing the profile and behaviour of Internet users: research directions and opportunities in tourism and hospitality. Journal of Travel and Tourism Marketing, Vol. 17, No (2/3), pp. 93-102.  
    • Sigala, M. (2006). A framework for developing and evaluating mass customization strategies for online travel companies. ENTER annual conference, organized by IFITT, 18 – 20 January, 2006, Lausanne, Swisstzerland.
    • Sigala, M. (2006). Culture: the software of Customer Relationship Management. Journal of Marketing Communications, Vol. 12, No. 4,
    • Sigala, M. and Christou, E. (2005). Mass customization in the travel trade: a reality check in the Greek travel agent and tour operator sector.  Annual International International Council for Hotel, Restaurant and Institutional Education, (I-CHRIE) Convention. Las Vegas, USA: I - CHRIE   27 – 31 July, 2005.
    • Sigala, M., Lockwood, A. & Jones, P. (2001). Strategic implementation and IT: Gaining competitive advantage from the hotel reservation process. International Journal of Contemporary Hospitality Management, Vol. 17 (3), p. 364-371.
    • Siguaw, J. and Enz, C. (1999). Best practices in Information Technology, Cornell Hotel and Restaurant Administration Quarterly, October, p. 58-71
    • Sussmann, S. and Baker M. (1996). Responding to the electronic marketplace: lessons from destination management systems, International Journal of Hospitality Management, 15 (2), p. 99-112
    • Timmers, P. (1998). Business Models for Electronic Markets. Journal on Electronic Markets. 8(2), p. 3-8.
    • Werbach, K. (2000) Syndication: the emerging model for business in the internet era, Harvard Business Review, May/June, 75-85
    • WTO, (1999). Marketing Tourism Destinations Online: strategies for the information age, WTO Business Council
  • Learning activities and Teaching Methods:

    The lectures of the course analyse the major theoretical background and models of the e-commerce subject. In addition, the lectures are enriched by the discussion and analysis of various case studies for better illustrating the practical implications and applicability of the taught theories-models. Finally, as the e-commerce / e-business field is a multi-disciplinary topic, the course combines theory and practice from many disciplines such as marketing, operations management, strategic management, finance.

  • Assessment/Grading Methods:

    Exams 100%

  • Language of Instruction: Greek
  • Mode of delivery: Face to face
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