THE IMPACT OF SEGMENTATION IN MARKETING COMMUNICATION IN A TOURISM ENTERPRISE

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F19%3A43900689" target="_blank" >RIV/60076658:12510/19:43900689 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
THE IMPACT OF SEGMENTATION IN MARKETING COMMUNICATION IN A TOURISM ENTERPRISE
Original language description
Overtourism is quickly becoming a substantial threat for the economic, environmental and socio-cultural sustainability of affected tourist destinations. Marketing is argued to be a significant tool in informing and educating the existing and potential destination visitors about the importance of respecting social and environmental needs of a destination. Simultaneously, in order to fulfil the continuously growing customer demands and needs, it is vital to study a destinations' customer segmentation. The aim of this study is to establish whether the targeting of a destination's Facebook group according to chosen segmentation has an impact on the demographic composition of the followers' base, what is the impact of this given segmentation on the reactions of the target groups to posted information online and whether and how is the phenomenon of community sharing reflected in the two selected segments.
Czech name
—
Czech description
—

Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 13th International Scientific Conference INPROFORUM: 100 Years of the Koruna
ISBN
978-80-7394-776-7
ISSN
—
e-ISSN
—
Number of pages
9
Pages from-to
57-65
Publisher name
Faculty of Economics, University of South Bohemia in České Budějovice
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Nov 7, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
—

Similar results(10)