TOURISM AND SOCIAL NETWORKING IN CUSTOMER COMMUNICATION

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F18%3A39913428" target="_blank" >RIV/00216275:25410/18:39913428 - isvavai.cz</a>

Výsledek na webu

<a href="https://globalization.uniza.sk/minule-zborniky/" target="_blank" >https://globalization.uniza.sk/minule-zborniky/</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

TOURISM AND SOCIAL NETWORKING IN CUSTOMER COMMUNICATION

Popis výsledku v původním jazyce

This article deals with the current use of communication media of travel agencies and hotels. It focuses on the use of social networks in the globalisation process. Social networks are increasingly used as carriers of marketing information to the customer and the general public. They have an irreplaceable position in the process of globalisation. Their main benefit is that they are not geographically limited. Another benefit is that they are maintained up-todate in real time. This allows the option to focus on selected regions and a specific group of customers, based on their cultural, social and ethnic preferences and status. For companies, social media also benefit from low cost, and the ability to measure their effect. All this is very beneficial for tourism. The use of this new marketing tool can make a significant contribution to hotels and travel agencies. Interestingly, many tourism companies know these benefits but do not use them to the extent that they could. This can have a negative impact due to the globalisation of this market. The article looks at the current situation on the tourism and hotel market in the Czech Republic, compared with the situation abroad. It monitors the current use of social networks in the communication of hotels and travel agencies and looks for connections with the use of digital media in other areas of the industry. At the same time, attention is paid to the more detailed use of digital marketing by a selected travel agency in the Czech Republic.

Název v anglickém jazyce

TOURISM AND SOCIAL NETWORKING IN CUSTOMER COMMUNICATION

Popis výsledku anglicky

This article deals with the current use of communication media of travel agencies and hotels. It focuses on the use of social networks in the globalisation process. Social networks are increasingly used as carriers of marketing information to the customer and the general public. They have an irreplaceable position in the process of globalisation. Their main benefit is that they are not geographically limited. Another benefit is that they are maintained up-todate in real time. This allows the option to focus on selected regions and a specific group of customers, based on their cultural, social and ethnic preferences and status. For companies, social media also benefit from low cost, and the ability to measure their effect. All this is very beneficial for tourism. The use of this new marketing tool can make a significant contribution to hotels and travel agencies. Interestingly, many tourism companies know these benefits but do not use them to the extent that they could. This can have a negative impact due to the globalisation of this market. The article looks at the current situation on the tourism and hotel market in the Czech Republic, compared with the situation abroad. It monitors the current use of social networks in the communication of hotels and travel agencies and looks for connections with the use of digital media in other areas of the industry. At the same time, attention is paid to the more detailed use of digital marketing by a selected travel agency in the Czech Republic.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

Globalization and Its Socio-Economics Consequences. 18th International Scientific Conference : proceedings

ISBN

978-80-8154-249-7

ISSN

2454-0943

e-ISSN

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Počet stran výsledku

8

Strana od-do

2136-2143

Název nakladatele

Žilinská univerzita

Místo vydání

Žilina

Místo konání akce

Rajecké Teplice

Datum konání akce

10. 10. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000681676300273