The usefulness of social media for travel agencies in the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F18%3A43954820" target="_blank" >RIV/49777513:23510/18:43954820 - isvavai.cz</a>

Výsledek na webu

<a href="https://webcentrum.muni.cz/media/3126660/iscobemm-2018-206.pdf" target="_blank" >https://webcentrum.muni.cz/media/3126660/iscobemm-2018-206.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The usefulness of social media for travel agencies in the Czech Republic

Popis výsledku v původním jazyce

There is a number of local travel agencies on the Czech market offering relatively similar product. For that reason, it is very important to offer top customer services. This can be achieved, for example, by social media. The aim of this study is to evaluate the usefulness of social media for the companies operating in the field of tourism. Our sample cover the best travel agencies in the Czech market. Our study shows that ROA or revenues are not suitable for evaluating the usefulness of social media for travel agencies. On the other hand, we discover strong positive relationship between travel agencies assets or turnover and the use of social media. Base on our research, we can recommend travel agencies to use social media particularly for empower branding and maintain a long-term relationship with customers.

Název v anglickém jazyce

The usefulness of social media for travel agencies in the Czech Republic

Popis výsledku anglicky

There is a number of local travel agencies on the Czech market offering relatively similar product. For that reason, it is very important to offer top customer services. This can be achieved, for example, by social media. The aim of this study is to evaluate the usefulness of social media for the companies operating in the field of tourism. Our sample cover the best travel agencies in the Czech market. Our study shows that ROA or revenues are not suitable for evaluating the usefulness of social media for travel agencies. On the other hand, we discover strong positive relationship between travel agencies assets or turnover and the use of social media. Base on our research, we can recommend travel agencies to use social media particularly for empower branding and maintain a long-term relationship with customers.

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

Proceedings of the International Scientific Conference of Business Economics, Management and Marketing 2018

ISBN

978-80-210-9164-1

ISSN

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e-ISSN

neuvedeno

Počet stran výsledku

6

Strana od-do

196-201

Název nakladatele

Masaryk University

Místo vydání

Brno

Místo konání akce

Prušánky-Nechory

Datum konání akce

6. 9. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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