SIGNIFICANCE OF DIGITAL COMMUNICATION CHANNELS FOR TOURISM PROVIDERS IN HOLIDAY REGIONS

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F20%3A43901873" target="_blank" >RIV/60076658:12510/20:43901873 - isvavai.cz</a>

Result on the web

<a href="http://www.deturope.eu/img/upload/content_1202202009.pdf" target="_blank" >http://www.deturope.eu/img/upload/content_1202202009.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

SIGNIFICANCE OF DIGITAL COMMUNICATION CHANNELS FOR TOURISM PROVIDERS IN HOLIDAY REGIONS

Original language description

This paper deals with the importance of print products in SME corporate communications. To this end, the interest of customers of a German tour operator belonging to the SME in printed travel literature is analyzed. For this purpose, two independent samples with n=1,500 each are examined. An influence of the characteristics age, gender, place of residence can be proven. In each case, the influence is of medium strength. Logistic regression is then used to try to explain better the consumption of printed travel literature. In addition, the economic importance of a customer, which was determined during a customer segmentation, is included. It becomes clear that the place of residence with age and customer segment are of particular importance. This shows that print cannot be dispensed with in corporate communications in certain target groups. It also becomes clear that optimal coordination of corporate communications can be developed into a competitive advantage for SMEs. Namely, when a target group that differs from the overall population is reached more efficiently than by national or international competitors.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

DETUROPE - Central European Journal of Regional Development and Tourism

ISSN

1821-2506

e-ISSN

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Volume of the periodical

2

Issue of the periodical within the volume

12

Country of publishing house

RS - THE REPUBLIC OF SERBIA

Number of pages

26

Pages from-to

140-165

UT code for WoS article

000616662600009

EID of the result in the Scopus database

2-s2.0-85101139119