{"id":"https://openalex.org/W4414889009","doi":"https://doi.org/10.3390/info16100868","title":"Harnessing Digital Marketing Analytics for Knowledge-Driven Digital Transformation in the Hospitality Industry","display_name":"Harnessing Digital Marketing Analytics for Knowledge-Driven Digital Transformation in the Hospitality Industry","publication_year":2025,"publication_date":"2025-10-07","ids":{"openalex":"https://openalex.org/W4414889009","doi":"https://doi.org/10.3390/info16100868"},"language":"en","primary_location":{"id":"doi:10.3390/info16100868","is_oa":true,"landing_page_url":"https://doi.org/10.3390/info16100868","pdf_url":"https://www.mdpi.com/2078-2489/16/10/868/pdf?version=1759831696","source":{"id":"https://openalex.org/S4210219776","display_name":"Information","issn_l":"2078-2489","issn":["2078-2489"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/2078-2489/16/10/868/pdf?version=1759831696","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5020107874","display_name":"Dimitrios P. Reklitis","orcid":"https://orcid.org/0000-0001-6857-6012"},"institutions":[{"id":"https://openalex.org/I109954829","display_name":"Agricultural University of Athens","ror":"https://ror.org/03xawq568","country_code":"GR","type":"education","lineage":["https://openalex.org/I109954829"]}],"countries":["GR"],"is_corresponding":true,"raw_author_name":"Dimitrios P. Reklitis","raw_affiliation_strings":["Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"],"raw_orcid":"https://orcid.org/0000-0001-6857-6012","affiliations":[{"raw_affiliation_string":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece","institution_ids":["https://openalex.org/I109954829"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5068775302","display_name":"Marina C. Terzi","orcid":"https://orcid.org/0009-0002-8461-6621"},"institutions":[{"id":"https://openalex.org/I109954829","display_name":"Agricultural University of Athens","ror":"https://ror.org/03xawq568","country_code":"GR","type":"education","lineage":["https://openalex.org/I109954829"]}],"countries":["GR"],"is_corresponding":false,"raw_author_name":"Marina C. Terzi","raw_affiliation_strings":["Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"],"raw_orcid":"https://orcid.org/0009-0002-8461-6621","affiliations":[{"raw_affiliation_string":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece","institution_ids":["https://openalex.org/I109954829"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5049811978","display_name":"\u0394\u03b1\u03bc\u03b9\u03b1\u03bd\u03cc\u03c2 \u03a0. \u03a3\u03b1\u03ba\u03ac\u03c2","orcid":"https://orcid.org/0000-0002-2253-8966"},"institutions":[{"id":"https://openalex.org/I109954829","display_name":"Agricultural University of Athens","ror":"https://ror.org/03xawq568","country_code":"GR","type":"education","lineage":["https://openalex.org/I109954829"]}],"countries":["GR"],"is_corresponding":false,"raw_author_name":"Damianos P. Sakas","raw_affiliation_strings":["Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"],"raw_orcid":"https://orcid.org/0000-0002-2253-8966","affiliations":[{"raw_affiliation_string":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece","institution_ids":["https://openalex.org/I109954829"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5016124184","display_name":"Panagiotis Reklitis","orcid":null},"institutions":[{"id":"https://openalex.org/I109954829","display_name":"Agricultural University of Athens","ror":"https://ror.org/03xawq568","country_code":"GR","type":"education","lineage":["https://openalex.org/I109954829"]}],"countries":["GR"],"is_corresponding":false,"raw_author_name":"Panagiotis Reklitis","raw_affiliation_strings":["Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece","institution_ids":["https://openalex.org/I109954829"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5020107874"],"corresponding_institution_ids":["https://openalex.org/I109954829"],"apc_list":{"value":1600,"currency":"CHF","value_usd":1782},"apc_paid":{"value":1600,"currency":"CHF","value_usd":1782},"fwci":8.7055,"has_fulltext":true,"cited_by_count":4,"citation_normalized_percentile":{"value":0.97469234,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":99},"biblio":{"volume":"16","issue":"10","first_page":"868","last_page":"868"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.982699990272522,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.982699990272522,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.9668999910354614,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12922","display_name":"Business and Economic Development","score":0.9132000207901001,"subfield":{"id":"https://openalex.org/subfields/2308","display_name":"Management, Monitoring, Policy and Law"},"field":{"id":"https://openalex.org/fields/23","display_name":"Environmental Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-transformation","display_name":"Digital transformation","score":0.5845999717712402},{"id":"https://openalex.org/keywords/hospitality","display_name":"Hospitality","score":0.5838000178337097},{"id":"https://openalex.org/keywords/analytics","display_name":"Analytics","score":0.5490999817848206},{"id":"https://openalex.org/keywords/hospitality-industry","display_name":"Hospitality industry","score":0.4406999945640564},{"id":"https://openalex.org/keywords/embedding","display_name":"Embedding","score":0.3995000123977661},{"id":"https://openalex.org/keywords/data-analysis","display_name":"Data analysis","score":0.3952000141143799},{"id":"https://openalex.org/keywords/visitor-pattern","display_name":"Visitor pattern","score":0.3862999975681305},{"id":"https://openalex.org/keywords/fuzzy-cognitive-map","display_name":"Fuzzy cognitive map","score":0.38530001044273376},{"id":"https://openalex.org/keywords/customer-relationship-management","display_name":"Customer relationship management","score":0.37880000472068787},{"id":"https://openalex.org/keywords/web-analytics","display_name":"Web analytics","score":0.3756999969482422}],"concepts":[{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.6104000210762024},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.5845999717712402},{"id":"https://openalex.org/C107482638","wikidata":"https://www.wikidata.org/wiki/Q815825","display_name":"Hospitality","level":3,"score":0.5838000178337097},{"id":"https://openalex.org/C79158427","wikidata":"https://www.wikidata.org/wiki/Q485396","display_name":"Analytics","level":2,"score":0.5490999817848206},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5189999938011169},{"id":"https://openalex.org/C525551149","wikidata":"https://www.wikidata.org/wiki/Q1495452","display_name":"Hospitality industry","level":3,"score":0.4406999945640564},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.43470001220703125},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4072999954223633},{"id":"https://openalex.org/C41608201","wikidata":"https://www.wikidata.org/wiki/Q980509","display_name":"Embedding","level":2,"score":0.3995000123977661},{"id":"https://openalex.org/C175801342","wikidata":"https://www.wikidata.org/wiki/Q1988917","display_name":"Data analysis","level":2,"score":0.3952000141143799},{"id":"https://openalex.org/C48947383","wikidata":"https://www.wikidata.org/wiki/Q830719","display_name":"Visitor pattern","level":2,"score":0.3862999975681305},{"id":"https://openalex.org/C5041914","wikidata":"https://www.wikidata.org/wiki/Q5511107","display_name":"Fuzzy cognitive map","level":5,"score":0.38530001044273376},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.37880000472068787},{"id":"https://openalex.org/C516187249","wikidata":"https://www.wikidata.org/wiki/Q10719477","display_name":"Web analytics","level":5,"score":0.3756999969482422},{"id":"https://openalex.org/C201305675","wikidata":"https://www.wikidata.org/wiki/Q852998","display_name":"Stakeholder","level":2,"score":0.37299999594688416},{"id":"https://openalex.org/C43521106","wikidata":"https://www.wikidata.org/wiki/Q2165493","display_name":"Pipeline (software)","level":2,"score":0.3711000084877014},{"id":"https://openalex.org/C150670458","wikidata":"https://www.wikidata.org/wiki/Q4272815","display_name":"Data transformation","level":3,"score":0.36719998717308044},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.35370001196861267},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.3452000021934509},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.34439998865127563},{"id":"https://openalex.org/C177212765","wikidata":"https://www.wikidata.org/wiki/Q627335","display_name":"Workflow","level":2,"score":0.33070001006126404},{"id":"https://openalex.org/C45235069","wikidata":"https://www.wikidata.org/wiki/Q278425","display_name":"Table (database)","level":2,"score":0.30660000443458557},{"id":"https://openalex.org/C11671645","wikidata":"https://www.wikidata.org/wiki/Q5054567","display_name":"Causal model","level":2,"score":0.3061999976634979},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.30140000581741333},{"id":"https://openalex.org/C37952496","wikidata":"https://www.wikidata.org/wiki/Q5001829","display_name":"Business analytics","level":4,"score":0.29600000381469727},{"id":"https://openalex.org/C67186912","wikidata":"https://www.wikidata.org/wiki/Q367664","display_name":"Data modeling","level":2,"score":0.2939000129699707},{"id":"https://openalex.org/C2778729106","wikidata":"https://www.wikidata.org/wiki/Q1140126","display_name":"Social media analytics","level":3,"score":0.2863999903202057},{"id":"https://openalex.org/C170494330","wikidata":"https://www.wikidata.org/wiki/Q1778434","display_name":"Cognitive map","level":3,"score":0.28519999980926514},{"id":"https://openalex.org/C172367668","wikidata":"https://www.wikidata.org/wiki/Q6504956","display_name":"Data visualization","level":3,"score":0.28110000491142273},{"id":"https://openalex.org/C9770341","wikidata":"https://www.wikidata.org/wiki/Q1938983","display_name":"Geospatial analysis","level":2,"score":0.2782999873161316},{"id":"https://openalex.org/C2776459999","wikidata":"https://www.wikidata.org/wiki/Q2119376","display_name":"Fidelity","level":2,"score":0.2754000127315521},{"id":"https://openalex.org/C2778864079","wikidata":"https://www.wikidata.org/wiki/Q173285","display_name":"Digital data","level":3,"score":0.27309998869895935},{"id":"https://openalex.org/C539667460","wikidata":"https://www.wikidata.org/wiki/Q2414942","display_name":"Management science","level":1,"score":0.2712000012397766},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.2694999873638153},{"id":"https://openalex.org/C78597825","wikidata":"https://www.wikidata.org/wiki/Q484847","display_name":"E-commerce","level":2,"score":0.2678000032901764},{"id":"https://openalex.org/C125308379","wikidata":"https://www.wikidata.org/wiki/Q363057","display_name":"Market segmentation","level":2,"score":0.25870001316070557},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.25040000677108765}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/info16100868","is_oa":true,"landing_page_url":"https://doi.org/10.3390/info16100868","pdf_url":"https://www.mdpi.com/2078-2489/16/10/868/pdf?version=1759831696","source":{"id":"https://openalex.org/S4210219776","display_name":"Information","issn_l":"2078-2489","issn":["2078-2489"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:6ae3069acb54405d9247016d7ab6bca1","is_oa":true,"landing_page_url":"https://doaj.org/article/6ae3069acb54405d9247016d7ab6bca1","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Information, Vol 16, Iss 10, p 868 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/info16100868","is_oa":true,"landing_page_url":"https://doi.org/10.3390/info16100868","pdf_url":"https://www.mdpi.com/2078-2489/16/10/868/pdf?version=1759831696","source":{"id":"https://openalex.org/S4210219776","display_name":"Information","issn_l":"2078-2489","issn":["2078-2489"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4414889009.pdf","grobid_xml":"https://content.openalex.org/works/W4414889009.grobid-xml"},"referenced_works_count":51,"referenced_works":["https://openalex.org/W156797770","https://openalex.org/W288487516","https://openalex.org/W2019822182","https://openalex.org/W2025787748","https://openalex.org/W2070616933","https://openalex.org/W2618169746","https://openalex.org/W2732016147","https://openalex.org/W2735040495","https://openalex.org/W2947337027","https://openalex.org/W3003303420","https://openalex.org/W3006783935","https://openalex.org/W3045963156","https://openalex.org/W3112698840","https://openalex.org/W3123147667","https://openalex.org/W3186064913","https://openalex.org/W3190964117","https://openalex.org/W3208843561","https://openalex.org/W4281739847","https://openalex.org/W4282546154","https://openalex.org/W4283446042","https://openalex.org/W4307270160","https://openalex.org/W4309396494","https://openalex.org/W4312736148","https://openalex.org/W4319158405","https://openalex.org/W4321235259","https://openalex.org/W4353004247","https://openalex.org/W4366599034","https://openalex.org/W4379402947","https://openalex.org/W4380152336","https://openalex.org/W4386408322","https://openalex.org/W4386484345","https://openalex.org/W4387815244","https://openalex.org/W4388830227","https://openalex.org/W4388990584","https://openalex.org/W4390696431","https://openalex.org/W4391182965","https://openalex.org/W4394863206","https://openalex.org/W4396771110","https://openalex.org/W4398144355","https://openalex.org/W4399715929","https://openalex.org/W4401930459","https://openalex.org/W4402169941","https://openalex.org/W4404754855","https://openalex.org/W4404762334","https://openalex.org/W4405182695","https://openalex.org/W4406229505","https://openalex.org/W4408574599","https://openalex.org/W4409868917","https://openalex.org/W4410044280","https://openalex.org/W4411278330","https://openalex.org/W4412087337"],"related_works":[],"abstract_inverted_index":{"In":[0],"the":[1,20,68,146],"digitally":[2],"saturated":[3],"hospitality":[4,41],"environment,":[5],"research":[6],"on":[7],"digital":[8,86,127],"transformation":[9],"remains":[10,26],"dominated":[11],"by":[12,158],"macro-level":[13],"adoption":[14],"trends":[15],"and":[16,38,60,70,90,103,125,142,164,181],"user-generated":[17],"content,":[18],"while":[19],"potential":[21],"of":[22,36,151],"micro-level":[23,160,186],"web-behavioural":[24,187],"data":[25,47,62,118,162],"largely":[27],"untapped.":[28],"Recent":[29],"systematic":[30],"reviews":[31],"highlight":[32],"a":[33,95,110,131,171,194],"fragmented":[34],"body":[35],"literature":[37],"note":[39],"that":[40,99,115,174,198],"studies":[42],"seldom":[43],"address":[44,53],"first-party":[45,116],"behavioural":[46,117,161,200],"or":[48],"big-data":[49,72],"analytics":[50,73,188],"capabilities.":[51],"To":[52],"this":[54,168],"gap,":[55],"we":[56,113],"collected":[57],"clickstream,":[58],"navigation":[59],"booking-funnel":[61],"from":[63],"five":[64],"luxury":[65],"hotels":[66],"in":[67],"Mediterranean":[69],"employed":[71],"integrated":[74],"with":[75,139,145],"simulation":[76,97,165],"modelling\u2014specifically":[77],"fuzzy":[78],"cognitive":[79],"mapping":[80],"(FCM)\u2014to":[81],"model":[82,148],"causal":[83,104],"relationships":[84],"among":[85],"touchpoints,":[87],"managerial":[88,204],"actions":[89],"customer":[91],"outcomes.":[92],"FCM":[93,191],"is":[94],"robust":[96],"tool":[98],"captures":[100],"stakeholder":[101],"knowledge":[102],"influences":[105],"across":[106],"complex":[107],"systems.":[108],"Using":[109],"case-study":[111],"methodology,":[112],"show":[114],"enable":[119],"real-time":[120],"insights,":[121],"support":[122],"knowledge-based":[123],"decision-making":[124,180],"drive":[126],"service":[128],"innovation.":[129,183],"Across":[130],"12-month":[132],"panel,":[133],"visitor":[134],"volume":[135],"was":[136],"strongly":[137],"associated":[138],"search":[140],"traffic":[141],"social":[143],"traffic,":[144],"total-visitors":[147],"explaining":[149],"99.8%":[150],"variance.":[152],"Our":[153],"findings":[154],"extend":[155],"digital-transformation":[156],"models":[157],"embedding":[159,185],"flows":[163],"modelling.":[166],"Practically,":[167],"study":[169],"offers":[170],"replicable":[172,196],"framework":[173,192],"helps":[175],"managers":[176],"integrate":[177],"web-analytics":[178],"into":[179,202],"customer-centric":[182],"Overall,":[184],"within":[189],"an":[190],"yields":[193],"decision-ready,":[195],"pipeline":[197],"translates":[199],"evidence":[201],"high-leverage":[203],"interventions.":[205]},"counts_by_year":[{"year":2026,"cited_by_count":4}],"updated_date":"2026-08-18T07:49:30.821534","created_date":"2025-10-10T00:00:00"}
