Current Trends in Marketing Communication and Their Application to Tourism

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873937" target="_blank" >RIV/70883521:28120/15:43873937 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Current Trends in Marketing Communication and Their Application to Tourism

Popis výsledku v původním jazyce

This paper deals with current trends in marketing communication and their application to the field of tourism. The ever growing importance of the Internet and the development of technologies that are becoming more accessible to consumers have given riseto new kinds and forms of marketing communication that need to accommodate to all these trends. Social media play a significant role both on the demand and on the supply side and are starting to shape consumers' decision-making process. In tourism, thisconcerns primarily the impact of online reviews (WOM or eWOM marketing), mobile marketing and online marketing. The fact, that social media is an important part of the communication mix in tourism is demonstrated by successfully implemented campaigns; campaign of Cape Town on Facebook, first Twitter hotel Sol Wave House or TrueView advertising of Nassau Paradise Island on YouTube. The first two of these campaigns are even low cost and Facebook campaign of Cape Town meets the elements of

Název v anglickém jazyce

Current Trends in Marketing Communication and Their Application to Tourism

Popis výsledku anglicky

This paper deals with current trends in marketing communication and their application to the field of tourism. The ever growing importance of the Internet and the development of technologies that are becoming more accessible to consumers have given riseto new kinds and forms of marketing communication that need to accommodate to all these trends. Social media play a significant role both on the demand and on the supply side and are starting to shape consumers' decision-making process. In tourism, thisconcerns primarily the impact of online reviews (WOM or eWOM marketing), mobile marketing and online marketing. The fact, that social media is an important part of the communication mix in tourism is demonstrated by successfully implemented campaigns; campaign of Cape Town on Facebook, first Twitter hotel Sol Wave House or TrueView advertising of Nassau Paradise Island on YouTube. The first two of these campaigns are even low cost and Facebook campaign of Cape Town meets the elements of

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název statě ve sborníku

Drive your knowledge be a scientist

ISBN

978-80-7454-475-0

ISSN

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e-ISSN

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Počet stran výsledku

10

Strana od-do

"265-274"

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

23. 4. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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