During the last decades, the wine industry has involved many regions competing with each other to gain market share and build their brand. In this sense, innovative marketing strategies have been used to improve their competitive advantage. The objective of this paper is to investigate the effect of digital marketing strategies in the wine industry, in the case of visitors at Northern Greece Wineries. The research also aims to explore wine tourists’ preferences and attitudes toward the digital presence of wineries, regarding wine tourism activities. For this purpose, a quantitative survey was conducted, using a structured questionnaire, distributed to a convenient sample of 193 visitors from twelve wineries in six regions of northern Greece, during their visits. Visitors were asked about attractive content on websites and social media, preferred types of online advertising, and desired features in wine tourism applications. In addition, specific online actions before their visit, such as booking methods, were investigated. The demographic profile and the type of visitors, the main reason for visiting the area, as well as future visit intentions, were also examined. The results showed that most wine tourists found the information they needed in the wineries’ digital media, and the wineries’ digital presence influenced several of them in their decision to visit the specific winery. Regarding social media, about one out of three visitors follow the winery’s page or account, with Instagram being the most popular, and wine events and relevant information being the most attractive content categories. Furthermore, social media followers showed more intention to revisit the winery in the future.

In an era where environmental consciousness increasingly shapes consumer behaviour, the tourism industry faces the dual challenge of promoting destinations while ensuring ecological sustainability. This study explores how web analytics and big data can be leveraged to enhance the visibility and attractiveness of eco-friendly destinations. Building upon digital marketing and sustainability frameworks, the authors develop a data-driven methodology that integrates website performance metrics, search behaviour patterns, and social media engagement indicators. After data collection, statistical and content analyses were implemented, followed by a Fuzzy Cognitive Map (FCM) to visualise the interrelationships between online user behaviour, environmental awareness, and destination appeal.

The aim of this paper is to investigate the effect of service quality dimensions to overall satisfaction in the Greek airline industry. Data were collected through field research among 300 respondents, who have used a specific airline industry recently. Data analysis using structural equation modelling suggests that the performance of in-flight attendants and ground-service personnel are important factors in determining perceptions of service quality and overall satisfaction, together with reliability and satisfactory pricing arrangements. These “human factors” are shown to play a role both directly and indirectly in determining customer satisfaction in the airline context.