Soultana Symeonidou is a Graduate Researcher at the eTourismLab at Bournemouth University.
Her research project, supervised by Professor Dimitrios Buhalis and Dr. Janet Dickinson and aims to explore aims to investigate the effectiveness of context-based services and context-based marketing in the tourism businesses realm, and more specifically to identify best practices of tourism businesses that perform context-based marketing and the derived benefits for them. Computer scientists have been working on context awareness for many years and significant progress has been made in the area of context -based services within the Information System discipline. Context-based services have also been researched from the Marketing theory and perspective with the vast majority of the current man ifested literature focusing on end-users. Despite the vast bibliography in Mobile Marketing there is evidence for a prevailing insufficient understanding of context-based marketing from the business angle. Based on this rationale, this doctoral research aims to investigate the effectiveness of context-based services and context-based marketing in the tourism businesses realm, and more specifically to identify best practices of tourism businesses that perform context -based marketing and the derived benefits for them. In order to achieve this aim, a mixed method approach is adopted to ensure rich findings leading to the formulation of a conceptual model and a theoretical framework.