THE IMPACT OF SEGMENTATION IN MARKETING COMMUNICATION IN A TOURISM ENTERPRISE

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

THE IMPACT OF SEGMENTATION IN MARKETING COMMUNICATION IN A TOURISM ENTERPRISE

Popis výsledku v původním jazyce

Overtourism is quickly becoming a substantial threat for the economic, environmental and socio-cultural sustainability of affected tourist destinations. Marketing is argued to be a significant tool in informing and educating the existing and potential destination visitors about the importance of respecting social and environmental needs of a destination. Simultaneously, in order to fulfil the continuously growing customer demands and needs, it is vital to study a destinations&apos; customer segmentation. The aim of this study is to establish whether the targeting of a destination&apos;s Facebook group according to chosen segmentation has an impact on the demographic composition of the followers&apos; base, what is the impact of this given segmentation on the reactions of the target groups to posted information online and whether and how is the phenomenon of community sharing reflected in the two selected segments.

Název v anglickém jazyce

THE IMPACT OF SEGMENTATION IN MARKETING COMMUNICATION IN A TOURISM ENTERPRISE

Popis výsledku anglicky

Overtourism is quickly becoming a substantial threat for the economic, environmental and socio-cultural sustainability of affected tourist destinations. Marketing is argued to be a significant tool in informing and educating the existing and potential destination visitors about the importance of respecting social and environmental needs of a destination. Simultaneously, in order to fulfil the continuously growing customer demands and needs, it is vital to study a destinations&apos; customer segmentation. The aim of this study is to establish whether the targeting of a destination&apos;s Facebook group according to chosen segmentation has an impact on the demographic composition of the followers&apos; base, what is the impact of this given segmentation on the reactions of the target groups to posted information online and whether and how is the phenomenon of community sharing reflected in the two selected segments.

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

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the 13th International Scientific Conference INPROFORUM: 100 Years of the Koruna

ISBN

978-80-7394-776-7

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

57-65

Název nakladatele

Faculty of Economics, University of South Bohemia in České Budějovice

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

7. 11. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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