Digital Marketing as a Tool to Promote Boutique Tourism Units in the Greek Market

This study critically examines the strategic role of digital marketing in enhancing the visibility and competitiveness of boutique tourism accommodations in the Greek context.Focusing on the integration of advanced digital platforms including social media channels, online booking systems, and user experience personalization technologies the research explores the efficacy of these digital tools in attracting and engaging targeted market segments.Employing a mixed-methods approach, which combines quantitative data analysis with semi-structured interviews of boutique hotel stakeholders, the study identifies key success factors and barriers to digital adoption.The findings highlight the necessity for comprehensive, innovative digital strategies, capacity-building in digital competencies among tourism actors, and the deployment of cutting-edge technological solutions to meet the evolving demands of the global tourism landscape.This research contributes to the broader discourse on digital transformation in tourism, offering theoretically informed and practically relevant insights for both scholars and industry practitioners.