The Importance of Customer Relationship Management and Social Media in the Greek Wine Tourism Industry

During the last decades the wine industry in Greece has moved on to significant modernization. Thus, the wine produces have focused into the wine-tourism which seems to be a lucrative sector for wine producers. However, there is a necessity to construct a strong back-end which will be ready to serve the customers. For this reason the paper will examine the value of CRM and of social media on the wine tourism in Greece. The paper is a genuine one, since there has not been any similar research on this field. In addition to this, it is paper which will provide a sound knowledge on PR actioners over how to utilize them. The outcome of this literature review, indicates that CRM surely would benefit those firms, however it seems that the way that the operate—relying on traditional marketing methods, hence the use of social media may not be the ideal though word of mouth is important on this sector. Surely, this leaves a space for future research. This can be qualitative research where the wine makers will express their views and perceptions over the use of CRM and social media on their industry.