Lazaros Psiloutsikos

• N. ANTONOPOULOS
• A. GIANNAKOULOPOULOS
• S. TSAFARAKIS

Objective
The research investigates how sports tourism, intercultural communication, and digital marketing interact. The study investigates how Greek hotels with specialised tennis facilities use digital marketing and customised content to attract international visitors seeking unique tourism products while reducing peak-season visitor numbers.

Material and Method
The research uses a mixed-methods research design. Researchers will gather research materials through data mining and scraping, which they will apply to travel review websites and social media platforms. The researchers will combine this data with quantitative research, which includes international tourist surveys. The research team will conduct statistical analyses to examine the relationships among cultural traits, digital consumer behaviour, and user experience (UX) design.

Expected Results
The research expects to identify the factors which affect how people from different cultural backgrounds perceive sports services. The research study will investigate how digital personalisation affects tourist experiences while developing optimal digital communication methods for the hospitality industry.

Conclusions / Contribution
The thesis offers an original contribution by integrating intercultural communication theory into digital sports tourism marketing. The study introduces a fresh conceptual framework to define the digital intercultural traveller, including specific strategies to enhance the competitiveness and innovation of the Greek tourism industry.