Associate Professor, University of Western Attica, Department of Tourism Management, Ag. Spiridonos and Milou 1, 12210, Egaleo, Greece
Co-operative Tutor of Hellenic Open University, Athens, Greece
The purpose of this paper is to provide an understanding of the way principals for tourism development could incorporate Information and Communication Technologies (ICT) into their models, addressing such issues as new visual communication technologies and value co-creation, based on a survey in the city of Athens, Greece. The authors argue that collaboration among key stakeholders in the tourism industry around ICT may assist in the promotion of the destination and enhance economic development. The paper demonstrates the need to redefine the relationships and the ways of communication and value co-creation between tourism principals, according to new requirements in the evolutionary process of the tourism phenomenon.
Keywords: ICTs, Value co-creation, Visual Communication, e-Tourism, C-commerce
JEL classification: Z3, Z33, Z32, Z38, M31, M15