Current Trends in Marketing Communication and Their Application to Tourism

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873937" target="_blank" >RIV/70883521:28120/15:43873937 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Current Trends in Marketing Communication and Their Application to Tourism
Original language description
This paper deals with current trends in marketing communication and their application to the field of tourism. The ever growing importance of the Internet and the development of technologies that are becoming more accessible to consumers have given riseto new kinds and forms of marketing communication that need to accommodate to all these trends. Social media play a significant role both on the demand and on the supply side and are starting to shape consumers' decision-making process. In tourism, thisconcerns primarily the impact of online reviews (WOM or eWOM marketing), mobile marketing and online marketing. The fact, that social media is an important part of the communication mix in tourism is demonstrated by successfully implemented campaigns; campaign of Cape Town on Facebook, first Twitter hotel Sol Wave House or TrueView advertising of Nassau Paradise Island on YouTube. The first two of these campaigns are even low cost and Facebook campaign of Cape Town meets the elements of
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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