Volume 6, Issue 1, 2020 (Special Issue)


The complete Volume 6, Issue 1, 2020, is available to download here! Detailed information for each paper included in Volume 6, Issue 1, 2020, is presented bellow:



Marina Y. Sheresheva, Guest Editor,  Lomonosov Moscow State University, Russia
Published online: 30 January 2020, JTHSM, 6(1), pp.1-2.

DOI: 10.5281/zenodo.3603443

This is the tenth publication of JTHSM (volume 6, issue 1), starting its sixth year of publication. In previous issues, this journal presented original refereed papers, both conceptual and research-based, focused on various topics of tourism, heritage, and services with an emphasis on marketing and management. Volume 6, issue 1 is a Special Issue (the first ever published by JTHSM) and we focus on furthering the journal’s scope and consolidating its position in both conceptual developments and practical applications in tourism, heritage, and services through publication of five quality manuscripts, four full papers and one research note, that were initially included in 6th International Conference on Contemporary Marketing Issues (ICCMI) that was held in Greece in 2018. These papers were further improved by their authors and subsequently underwent additional rigorous double-blind reviewing.

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Service quality, visitor satisfaction and future behavior in the museum sector

Vasiliki V. Daskalaki, Aristotle University of Thessaloniki, Greece, Maria C. Voutsa, Aristotle University of Thessaloniki, Greece, Christina Boutsouki, Aristotle University of Thessaloniki, Greece, Leonidas Hatzithomas, University of Macedonia, Greece
Published online: 30 January 2020, JTHSM, 6(1), pp.3-8.

URN: urn:nbn:de:0168-ssoar-66291-9, DOI: 10.5281/zenodo.3603167


Purpose: Visitor satisfaction has become of significant importance and is a substantial asset in a museum’s strategic development plan. The present study elaborates on the issues of service quality, visitor satisfaction and future behavior intantions taking into consideration distinct museum settings in Greece.

Methods: A survey though a self-administered questionnaire based on the dimensions of SERVPERF among 632 visitors in two distinct in terms of atmosphere, exhibits and activities museums, the Archaeological Museum and the Museum for Science and Technology in Thessaloniki provides empirical evidence.

Results: The results indicate that the five dimensions of SERVPERF can successfully determine the degree of visitors’ satisfaction and predict future behavior. Future behavior is often subject to visitors’ place of residence. The type of museum is also a significant factor affecting satisfaction and future behavior. on and loyalty.

Implications: Findings are somewhat consistent with prior studies in museums and support the significance of service quality on satisfaction. The correlation analysis for both museums shows that there is a moderate positive correlation between all SERVPERF dimensions with future behavior. Path analysis with structural equation modeling revealed a statistically significant positive effect only of tangibles for Science and Technology Museum and reliability for the Archaeological museum on visitors’ satisfaction.

Keywords: Service Quality, Museums, Satisfaction, Future Behavior, SERVPERF

JEL Classification: L8, L15, L83

Service Quality, Visitor Satisfaction and Future Behavior in the Museum Sector

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Online reservation systems in e-Business: Analyzing decision making in e-Tourism

Constantinos Halkiopoulos, University of Patras, Greece, Hera Antonopoulou, University of Patras, Greece, Dimitrios Papadopoulos, University of Patras, Greece, Ioanna Giannoukou, University of Patras, Greece, and Evgenia Gkintoni, University of Crete, Greece
Published online: 30 January 2020, JTHSM, 6(1), pp.9-16.

URN: urn:nbn:de:0168-ssoar-66292-4, DOI: 10.5281/zenodo.3603312


Purpose: The study focuses on exploration of knowledge for online booking systems and on the views of local students-users concerning the booking rate based on these online systems. Another perspective of this project is to investigate the decision-making process (emotion-focused) that they follow in order to choose a tourist destination via online booking systems.

Methods: For the purposes of this study, three scales were administered: E-WOM and Accommodation Scale, Emotion-Based Decision-Making Scale and Trait Emotional Intelligence Scale. Survey data were collected, preprocessed and analyzed based on Data Mining techniques evaluating the results. More specifically, classification and association algorithms were utilized to manage to describe hidden patterns.

Results: Findings showed how development of the Internet have significantly changed the market conditions of tourist organizations providing new tools for tourism marketing and management. It allows interaction between tourist organizations and users and as a result changes the entire process of development, management and marketing in tourism.

Implications: There are many opportunities for further research in this field, because the complex nature of human behavior, the constant changes in the environment and the various e-technologies create many chances to tourist companies for innovative activities and use of new and still unrecognized opportunities.

Keywords: Online Booking Systems, Hotel Selection Factors, e-Tourism, Expert System

JEL Classification: L83, D7, L81

Online Reservation Systems in E-Business: Analyzing Decision Making in E-Tourism

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Investigating primary school quality using teachers’ self-efficacy and satisfaction

Athina Skapinaki, University of the Aegean, Greece & Maria Salamoura, University of the Aegean, Greece
Published online: 30 January 2020, JTHSM, 6(1), pp.17-24.

URN: urn:nbn:de:0168-ssoar-66293-9, DOI: 10.5281/zenodo.3603340


Purpose: The current study aims to examine the impact of teachers’ job satisfaction and self-efficacy in improving service quality. Furthermore, the research explores the various clusters of the respondents according to their behavior, as teachers emphasizing on different aspects of marketing: external, interactive or internal marketing.

Methods: Questionnaire survey, on a sample of 193 teachers in a total number of 420 has been used. The 74-item questionnaire was divided into 4 parts: The first included 7 items about respondent characteristics, the second 16 items about school quality, the third 18 items about teachers’ self – efficacy, and the fourth 33 items about job satisfaction.

Results: The results, using clustering, indicated three groups of respondents according to their behavior, as teachers emphasizing on different aspects of marketing: external, interactive and internal marketing. Moreover, factor analysis, revealed that their satisfaction was affected mostly by “Workplace Relationships with the Director and Colleagues”, “Educational Management”, and “Social Recognition and Professional Development”, while “Class and Students’ Relationships Management” and “Students’ Engagement and Educational Strategies” were influencing teachers’ self–efficacy.

Implications: Findings have implications for teachers and education managers; as education is fundamental to a country’s development, annual surveys should be planned from the government educational policy makers to highlight teacher’s self-efficacy and satisfaction, and students’ and parents’ satisfaction and school quality.

Keywords: Teachers’ self-efficacy, teachers’ job satisfaction, service quality in schools,
service marketing triangle

JEL Classification: A20, P36, I2

Investigating Primary School Quality Using Teachers’ Self-Efficacy and Satisfaction

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Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences

Chryssoula Chatzigeorgiou, International Hellenic University, Greece & Evangelos Christou, International Hellenic University, Greece
Published online: 30 January 2020, JTHSM, 6(1), pp.25-32.

URN: urn:nbn:de:0168-ssoar-66267-7, DOI: 10.5281/zenodo.3603355


Purpose: The study reported in this paper explores consumers’ experiences with technology-assisted social media service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. This industry sector was selected because online technological innovations have significantly changed how tourism organisations like hotels and airlines deliver their services.

Methods: In-depth interviews were conducted to explore consumers’ experiences when using social media distribution services and the results were compared to those of Mick and Fournier. A sample of 36 Facebook users was selected as informants who currently use social media for online travel purchases, via a snowballing technique.

Results: The findings are similar to those of Mick and Fournier, suggesting that when consumers adopt online technology like social media, they can simultaneously develop positive and negative attitudes. The findings of this study also suggest that the nature of some of the paradoxes experienced by consumers may depend on the industry (tourism in this study) and the technology (social media in this study) being investigated.

Implications: Findings indicate that when consumers use social media technology-assisted service encounters for hotels’ and airlines’ services they are most likely to experience control/chaos, freedom/enslavement, competence/incompetence, efficiency/ inefficiency, engaging/disengaging, assimilation/isolation paradoxes and least likely to experience the new/obsolete paradox.

Keywords: Adoption of technological innovations, social media, distribution channels, consumer attitudes, tourism marketing

JEL Classification: L83, M1, O14, Z33

Adoption of Social Media As Distribution Channels in Tourism Marketing: A Qualitative Analysis of Consumers’ Experiences

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Marketing issues of sustainable tourism development in Russian regions

Marina Y. Sheresheva, Lomonosov Moscow State University, Russia, Anna N. Polukhina, Volga State University of Technology, Russia, Matvey S. Oborin, The Perm Institute of Plekhanov Russian University, Russia
Published online: 30 January 2020, JTHSM, 6(1), pp.33-38.

URN: urn:nbn:de:0168-ssoar-66294-4, DOI: 10.5281/zenodo.3603422


Purpose: This paper aims to provide a better understanding of marketing issues relevant to sustainable tourism development. Marketing issues are of crucial importance for Russian regions with unique landscapes and many small towns with their ancient churches, original local museums, and other attractions.

Methods: A questionnaire survey of 213 locals was performed, to analyze the prospects of positioning the Mari El Republic as an attractive tourism destination for rural and ethno-tourism, taking in account the unique character of the Mari settlements in terms of history, culture, and ecology, as well as the need to preserve local traditions and culture.

Results: The main obstacle for sustainable tourism development in the Russian regions examined, is the lack of prominence and absence of right market positioning. For the Mari El Republic as one of the most prospective sustainable tourism destinations in Russia, ethno-tourism concept, based on preserving paganism, the traditional religion of the Mari people, can become a solid basis for positioning.

Implications: Research presented here sheds light on the Russian tourism market diversity, as well as on uniqueness of small Russian towns and villages as attractive destinations for cultural, heritage, and ecology tourism. It also underlines the need to understand socio-cultural aspects of tourism destinations to ensure positive impact on local communities that are the most important stakeholders in destination marketing.

Keywords: Tourism, marketing, sustainable tourism, small settlements, culture, destination development, Russia

JEL Classification: M31, Q01, Z32

Marketing Issues of Sustainable Tourism Development in Russian Regions

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