Data Analysis from the Printed to Digital Advertising of Hotels and Travel Agencies in Greece of the Twenty-First Century

Abstract

This article examines the transition of the promotion of Hotels and Travel Agencies in Greece from the printed to the digital age. To this end, a significant number of printed publications and, respectively, a significant number of sites are being examined in the period from 2000 to 2019. The collected advertising data are analyzed and transformed to assume suitable form for the execution of the respective machine-learning algorithms provided by the Weka Project. This inquiry seeks to compare the versatility of print and digital communication and, indirectly, to draw conclusions, at a practical level, the effectiveness of these two means of communication. However, the comparison of these two instruments is not limited to the wording of the differences and possibilities observed between them, but also to the conspicuousness of these differences in relation to marketing theory, the transition and, ultimately, its evolution from the conventional to his digital speech. Thus, in spite of the use of logical “polygraphism” expressed by complex image and text reading (in advertisements and webpages) or even logic of “visual sociology” for the scientist, the theoretical framework of the study is based on “hotel marketing” whose content is constantly enriched by “digital marketing”.