Modern Marketing Communication in Tourism

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F18%3AN0000005" target="_blank" >RIV/04130081:_____/18:N0000005 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.researchgate.net/publication/333375439_Modern_Marketing_Communication_in_Tourism" target="_blank" >https://www.researchgate.net/publication/333375439_Modern_Marketing_Communication_in_Tourism</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.18775/jibrm.1849-8558.2015.42.3003" target="_blank" >10.18775/jibrm.1849-8558.2015.42.3003</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Modern Marketing Communication in Tourism

Popis výsledku v původním jazyce

Mass tourism, is an important contributor to the development not only of regional but also national economies and generally it's presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in management of mass tourism destination. Special characteristics of its product are having influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of mass tourism destination and on other hand the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and key factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and world of mouth marketing etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in propagation of mass tourism destinations including proposal of some recommendations for their next application.

Název v anglickém jazyce

Modern Marketing Communication in Tourism

Popis výsledku anglicky

Mass tourism, is an important contributor to the development not only of regional but also national economies and generally it's presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in management of mass tourism destination. Special characteristics of its product are having influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of mass tourism destination and on other hand the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and key factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and world of mouth marketing etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in propagation of mass tourism destinations including proposal of some recommendations for their next application.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název periodika

Journal of International Business Research and Marketing

ISSN

1849-8558

e-ISSN

2584-3222

Svazek periodika

4

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

HR - Chorvatská republika

Počet stran výsledku

4

Strana od-do

20-23

Kód UT WoS článku

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EID výsledku v databázi Scopus

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