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Volume 01 Issue 04 (2014)

Volume 01 Issue 04     2014

C.C.Frangos, Con.Fragkos, G. Stalidis, D.Karapistolis, Virg. I. Sotiropoulou, I. Manolopoulos

Abstract: In today’s competitive and globalized environment and in the midst of economic crisis, it is imperative for the Tourism Authorities to investigate thoroughly the factors that influence tourism visitors of the different cities of a country to visit repeatedly their destinations and to form a strong loyalty to them.

The aim of this paper is the investigation of factors which contribute to the loyalty of tourists travelling to the Greek City of Thessaloniki. A random sample of (1000) tourism visitors was surveyed for their impressions from Thessaloniki and their loyalty to this tourism destination. An Exploratory Factor Analysis has revealed two factors “history of Greece and Thessaloniki” and “natural beauty of Greece and Thessaloniki”. These factors constitute a factor named “Image of Greece”.

Multinomial Logistic Regression was applied with dependent variable “favour or not of a second visit to Thessaloniki’ and dependent variables “image of Thessaloniki with respect to natural beauty and security”, “annual income of visitor” and “age of visitor”. From the Analysis of the model, it was concluded that the three independent variables are statistically significant predictors of loyalty of the tourists to the destination of Thessaloniki, at the level of significance α=0,05. The authors argue that,due to the proximity of Thessaloniki to the Holy Mountain of Chalkidiki with the famous monasteries, the attractive scenery of the Coastline and the Strategic position in the Balkans, the Conference Tourism,the Religious Tourism and the Sun-Sea Tourism could be the three forms of tourism which could establish Thessaloniki as an International Centre of high quality Tourism .

Yener Girisken, Diren Bulut

Abstract:  Logotype and emblems are the signatures of the brands which often lead consumers to recognize the brands before even getting exposed to any marketing communication messages. The logotype/emblem’s design used on marketing communication materials are usually decided by graphic designers and brand managers, depending on mostly instinct not to the scientific evidences. This study aims to understand not the self-reported but evidential level of perception of the 24 participants who had seen series of TV commercials that the logotypes of the advertising brands are located at the pack shot. The emblems are located on left, on top and right hand side of the logotypes. The study had different logotype/emblem combinations from automobile, appeal, telecommunication and banking sectors. The eye tracking results show that, some positions for emblems are hard to see for the consumers, while the others do have a better position.

Valery Senichev, Petra Koudelkova

Abstract: This paper aims to analyze corruption in laboratory conditions. This is one of many methods that can be used in the research “what the corruption is, how it manifests itself and who is most interested in corrupt practices. This is a relatively new method that is indeed challenging, however, can bring a new perspective to the problem. For a better understanding of how the currently sees the corruption, the article deals with the actual definitions of corruption and its typologies. Typology just influences the perception of corruption as such

Ahmad Adel Mostafa

Abstract. This paper points out how inventory barcodes can improve a company's marketing strategies and competitive advantage. With all the knowledge and technological developments that 21st century reached, this research paper explores new innovative, creative, and novel ideas that can affect companies’ marketing strategies positively and competitive advantage. Barcodes are known to be a form of data storage and are used for inventory purposes. The research opens the door to use barcodes in increasing company’s market share, profitability, sales, distribution coverage; and lowering its cost at the same time. The idea was theoretically proven to be highly efficient and accepted by customers when we used a survey/questionnaire on 2000 random participants in which many of them liked and accepted the idea. Moreover in this research, some analytical benefits are introduced to notify how useful product barcodes codes are in the marketing area. Lastly, the conclusion reassures why this paper should highly be considered academically and professionally.

Tzafilkou Katerina, Protogeros Nicolaos, Yakinthos Charalampos

Abstract: Mouse tracking allows web developers to view the behaviour of actual users in their natural browsing environment. By tracking the mouse movements and clicks, designers can evaluate the usefulness and ease of use of their web applications in order to enhance user experience. In today’s highly competitive web marketplace, mouse tracking can reveal significant benefits for web marketing issues, since it can be used to analyze user behavior, so as we developers can design web environments to attract and win over the user (web consumer). However, simple mouse tracking is not enough since user behavior in web is multifold and e influenced by human factors such as gender, age, expectations, experience etc.  Hence, mouse tracking should be used in compliance to human factor analysis and user behavioral (e.g. motivation, perceived ease of use, perceived usefulness, playfulness, etc) research. In this paper we address the role of two key human factors’ derived behavioral attributes: self-efficacy and risk perception, and we analyze their influence on the user experience and user performance (i.e. the achievement of the desired task) while interacting with web software applications. We present the mouse tracking patterns that have been realized so far to measure these two attributes, and we conduct our own experiment by designing a prototype mouse tracking tool to measure user hesitation. Finally we discuss the contribution of this approach in the enhancement of user experience and in the broader web marketing area.