SIGNIFICANCE OF DIGITAL COMMUNICATION CHANNELS FOR TOURISM PROVIDERS IN HOLIDAY REGIONS

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F20%3A43901873" target="_blank" >RIV/60076658:12510/20:43901873 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.deturope.eu/img/upload/content_1202202009.pdf" target="_blank" >http://www.deturope.eu/img/upload/content_1202202009.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

SIGNIFICANCE OF DIGITAL COMMUNICATION CHANNELS FOR TOURISM PROVIDERS IN HOLIDAY REGIONS

Popis výsledku v původním jazyce

This paper deals with the importance of print products in SME corporate communications. To this end, the interest of customers of a German tour operator belonging to the SME in printed travel literature is analyzed. For this purpose, two independent samples with n=1,500 each are examined. An influence of the characteristics age, gender, place of residence can be proven. In each case, the influence is of medium strength. Logistic regression is then used to try to explain better the consumption of printed travel literature. In addition, the economic importance of a customer, which was determined during a customer segmentation, is included. It becomes clear that the place of residence with age and customer segment are of particular importance. This shows that print cannot be dispensed with in corporate communications in certain target groups. It also becomes clear that optimal coordination of corporate communications can be developed into a competitive advantage for SMEs. Namely, when a target group that differs from the overall population is reached more efficiently than by national or international competitors.

Název v anglickém jazyce

SIGNIFICANCE OF DIGITAL COMMUNICATION CHANNELS FOR TOURISM PROVIDERS IN HOLIDAY REGIONS

Popis výsledku anglicky

This paper deals with the importance of print products in SME corporate communications. To this end, the interest of customers of a German tour operator belonging to the SME in printed travel literature is analyzed. For this purpose, two independent samples with n=1,500 each are examined. An influence of the characteristics age, gender, place of residence can be proven. In each case, the influence is of medium strength. Logistic regression is then used to try to explain better the consumption of printed travel literature. In addition, the economic importance of a customer, which was determined during a customer segmentation, is included. It becomes clear that the place of residence with age and customer segment are of particular importance. This shows that print cannot be dispensed with in corporate communications in certain target groups. It also becomes clear that optimal coordination of corporate communications can be developed into a competitive advantage for SMEs. Namely, when a target group that differs from the overall population is reached more efficiently than by national or international competitors.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

DETUROPE - Central European Journal of Regional Development and Tourism

ISSN

1821-2506

e-ISSN

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Svazek periodika

2

Číslo periodika v rámci svazku

12

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

26

Strana od-do

140-165

Kód UT WoS článku

000616662600009

EID výsledku v databázi Scopus

2-s2.0-85101139119