The usefulness of social media for travel agencies in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F18%3A43954820" target="_blank" >RIV/49777513:23510/18:43954820 - isvavai.cz</a>
Result on the web
<a href="https://webcentrum.muni.cz/media/3126660/iscobemm-2018-206.pdf" target="_blank" >https://webcentrum.muni.cz/media/3126660/iscobemm-2018-206.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The usefulness of social media for travel agencies in the Czech Republic
Original language description
There is a number of local travel agencies on the Czech market offering relatively similar product. For that reason, it is very important to offer top customer services. This can be achieved, for example, by social media. The aim of this study is to evaluate the usefulness of social media for the companies operating in the field of tourism. Our sample cover the best travel agencies in the Czech market. Our study shows that ROA or revenues are not suitable for evaluating the usefulness of social media for travel agencies. On the other hand, we discover strong positive relationship between travel agencies assets or turnover and the use of social media. Base on our research, we can recommend travel agencies to use social media particularly for empower branding and maintain a long-term relationship with customers.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the International Scientific Conference of Business Economics, Management and Marketing 2018
ISBN
978-80-210-9164-1
ISSN
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e-ISSN
neuvedeno
Number of pages
6
Pages from-to
196-201
Publisher name
Masaryk University
Place of publication
Brno
Event location
Prušánky-Nechory
Event date
Sep 6, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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