INNOVATIVE ALTERNATIVES OF MARKETING COMMUNICATION AND SALES SUPPORT OF PRODUCTS AND SERVICES
Radka Vaníčková, PhD, Assistant Professor, Personal Specialist
The Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Department of Management, Nemanická 426/7, 370 10 České Budějovice, Czech Republic
DOI: https://doi.org/10.31410/tmt.2018.31
Radka Vaníčková, PhD, Assistant Professor, Personal Specialist
The Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Department of Management, Nemanická 426/7, 370 10 České Budějovice, Czech Republic
DOI: https://doi.org/10.31410/tmt.2018.31
3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia; ISBN 978-86-80194-14-1; Editors: Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia
Abstract: This chapter analyses and judges the up-to-date condition of provided products and services for the purpose of innovating existing product according to current trends, potential of given locality and customers preferences which influence attractivity, increase of turnout and amount of profits. The analytic part of the chapter is focused on defining tourism, product of tourism, historical monument objects and services marketing. In the practical part of the chapter there was formulated the analysis of provided basic, special and supplementary services and marketing of services in chosen destination in the Czech Republic through questionnaire survey. Using observing and controlled interviews with employees of the company the satisfaction of staff was monitored and the concept of proposals and recommendations for new service was made. The empirical generalization of knowledge which is described in the final part of the chapter helped to improve current state of provided services and products with the accent of creating innovative proposal of new service in the area of marketing communication and selling support of offered products and services.
Keywords: Tourism, innovation of product and services, marketing of services, marketing commu-nication tools, sales support.
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Parks. Journal of Sustainability Science and Management. 5, pp. 52-67.
[5] Yerzhanova, S., Mambetova, S., Jazykbayeva, B., Romanko, Y., Kazbekov, T. (2017).
Perfection of the administrative mechanism of stimulation of tourist business. Journal of
Environmental Management and Tourism. 8 (8), pp. 1494-1503.
[6] de Vecchio, P., Secundo, G., Passiante, G. (2018). Modularity approach to improve the
competitiveness of tourism businesses: Empirical evidence from case studies. EuroMed
Journal of Business. 13 (1), pp. 44-59.
[7] Livanis, G., Robertson, C. J., Al Shuaibi, K. M., Hussain, K. (2016). Outsourcing destination
choices: the role of economic and cultural attributes. International Marketing Review. 33
(1), pp. 51-87.
[8] Chang, H. L., Chou, Y. C., Wu, D. Y., Wu, S. C. (2018). Will firm’s marketing efforts on
owned social media payoff? A quasi-experimental analysis of tourism products. Decision
Support Systems. 107, pp. 13-25.
[9] Gürcü, M., Tengilimoglu, D. (2016). Health tourism-based destination marketing. Strategic
Place Branding Methodologies and Theory for Tourist Attraction. pp. 308-331.
[10] Olya, H. G. T., Al-ansi, A. (2018). Risk assessment of halal products and services:
Implication for tourism industry. Tourism Management. 65, pp. 279-291.
[11] Hallak, R., Assaker, G., El-Haddad, R. (2018). Re-examining the relationships among
perceived quality, value, satisfaction, and destination loyalty: A higher-order structural
model. Journal of Vacation Marketing. 24 (2), pp. 118-135.
[12] McCamley, C., Gilmore, A. (2018). Strategic marketing planning for heritage tourism: a
conceptual model and empirical findings from two emerging heritage regions. Journal of
Strategic Marketing. 26 (2), pp. 156-173.
[13] Powell, R., Kennell, J., Barton, C. (2018). Dark cities: a dark tourism index for Europe’s
tourism cities, based on the analysis of DMO websites. International Journal of Tourism
Cities. 4 (1), pp. 4-21.
[14] Beed, R. S., Sarkar, S. (2017). A study on the use of information and communication
technology in tourism. International Conference on Advances in Computing,
Communications and Informatics. ICACCI 2017, January, pp. 1737-1744.
[15] Liberato, P., Liberato, D., Abreu, A., Alén, E., Rocha, Á. (2018). LGBT tourism: The
competitiveness of the tourism destinations based on digital technology. Advances in
Intelligent Systems and Computing. 745, pp. 264-276.
[16] Schmidt, R., Möhring, M., Keller, B., Toni, M., Di Pietro, L. (2018). Digital enterprise
architecture management in tourism – state of the art and future directions. Smart
Innovation, Systems and Technologies. 73, pp. 93-102.
[17] Vitouladiti, O., Dedousopoulos, A. (2015). The significance of human resources in tourism
marketing. Impacts on the evaluation of the tourism product. Tourismos. 10 (2), pp. 109-
130.
[18] Bhattacharya, S., Dutta, A. (2016). An empirical study on the factors affecting WoM
communication for branding a tourist destination. Tourismos. 11 (1), pp. 68-85.
[19] Mukherjee, S., Adhikari, A., Datta, B. (2018). Quality of tourism destination – a scale
development. Journal of Indian Business Research. 10 (1), pp. 70-100.
[20] Baum, T. (2018). Sustainable human resource management as a driver in tourism policy
and planning: a serious sin of omission? Journal of Sustainable Tourism. 26 (6), pp. 873-
889.
[21] Švarcová, M. (2016). Základní principy marketingu. Praha: Idea Servis. ISBN 978-80-
85970-87-6.
[22] Kotler, P., Armstrong, G. (2012). Principles of Marketing. 14th ed. Harlow: Pearson. ISBN
978-0-273-75243-1.
[23] Schaffer, V. (2016). Satisfying service needs without compromising culture. International
Journal of Culture, Tourism, and Hospitality Research. 10 (3), pp. 283-295.
[24] Cristea, M. A., Ruse, A. V., Constantinescu, V. G. (2017). The continuous improvement of
services. A quantitative study in marketing strategies. Proceedings of the 29th International
Business Information Management Association Conference - Education Excellence and
Innovation Management through Vision 2020: From Regional Development Sustainability
to Global Economic Growth. pp. 3393-3397.
[25] Roy, S. S. (2018). Role of tourist emotions and its impact on destination marketing. The
Routledge Handbook of Destination Marketing. pp. 348-353.
[26] Gburova, J., Matusikova, D., Benkova, E. (2015). Perception of tourist destination brand.
Economic Annals-XXI. 5-6, pp. 20-23.
[27] Abed, S. S., Matzarakis, A. (2018). Quantification of the Tourism Climate of Algeria based
on the climate-tourism-information-scheme. Atmosphere. 9 (7), 250.
[28] Holátová D., Březinová M. (2013). Basic characteristics of small and medium-sized
enterprises in terms of their goals. International Journal of Business and Social Science.
4 (15), pp. 98 – 103.
[29] Linderová, I. (2013). Cestovní ruch: základy a právní úprava. Jihlava: Vysoká škola
polytechnická Jihlava. ISBN 978-80-87035-82-5.
[30] Agarwal, S., Shaw, G. (2017). Heritage, screen and literary tourism. Heritage, Screen and
Literary Tourism. pp. 1-317.
[31] Dostál, P., Černá, J. (2014). Marketingové řízení památkových objektů. Praha: Ekopress.
ISBN 978-80-87865-14-9.
[32] Tegegne, W. A., Moyle, B. D., Becken, S. (2018). A qualitative system dynamics approach
to understanding destination image. Journal of Destination Marketing and Management.
8, pp. 14-22.
[33] Hitka, M., Ližbětinová, L., Caha, Z., Xu, Y. (2016). Facility management – Instrument for
the management of support processes for HRM outsourcing. Communications: scientific
letters of the University of Žilina. 18 (2), pp. 38-44.
[34] Rašovská, I., Ryglová, K. (2017). Management kvality služeb v cestovním ruchu: jak zvýšit
kvalitu služeb a spokojenost zákazníků. Praha: Grada. ISBN 978-80-247-5021-7.
[35] Winzar, H., Baumann, C., Chu, W. (2018). Brand competitiveness: Introducing the
customer-based brand value (CBBV) – competitiveness chain. International Journal of
Contemporary Hospitality Management. 30 (1), pp. 637-660
[36] Digiorgio, V. (2016). Impact of promotional tools on reservation channels management:
a descriptive model of Italian accommodation facilities. Information Technology and
Tourism. 16 (4), pp. 347-373.
[37] Ray, N. (2015). Emerging innovative marketing strategies in the tourism industry. Emerging
Innovative Marketing Strategies in the Tourism Industry. pp. 1-425.
[38] Uşaklı, A., Koç, B., Sönmez, S. (2017). How ‘social’ are destinations? Examining European
DMO social media usage. Journal of Destination Marketing and Management. 6 (2), pp.
136-149.
[39] Alexandris, K. (2018). Brand personality and destination marketing. The Routledge
Handbook of Destination Marketing. pp. 205-214.
[40] Vystoupil, J., Šauer, M., Holešinská, A., Repík, O. (2012). Koncepce státní politiky
cestovního ruchu na období 2014–2020 – analytická část, verze 1.0. Brno: ESF MU.
[41] Michalkó, G., Irimiás, A., Timothy, D. J. (2015). Disappointment in tourism: Perspectives
on tourism destination management. Tourism Management Perspectives. 16, pp. 85-91.
[42] Sinha, S., Bhatnagar, V., Bansal, A. (2018). Multi-Label Naïve Bayes Classifier for
Identification of Top Destination and Issues to Accost by Tourism Sector. Journal of
Global Information Management. 26 (3), pp. 1-10.
[43] Sdrolias, L., Kakkos, N., Škodová-Parmová, D. et al. (2016). In Katsoni, V., Stratigea,
A.(2016). Cultural Product and Cultural Communication as a Dynamic Bipolar Interaction
and Creative Contribution to the Structural Recompiled of the Local Cultural Units.
2nd International Conference of the International-Association-of-Cultural-and-Digital-
Tourism (IACuDiT) on Forms and Norms of Tourism and Cultural in the Age of Innovation
Location. Greece: Athens. MAY 21-24, 2015. Springer. pp. 41-67. ISBN:978-3-319-27528-
4; 978-3-319-27527-7 ISSN: 2198-7246.
[44] Chugh, S. R. (2018). Creative tourism: An endogenous approach to developing culturally
and environmentally sustainable tourism. International Journal of Hospitality and Tourism
Systems. 11 (1), pp. 60-66.
[45] Rodríguez-Fernández, M. M., Sánchez-Amboage, E., Juanatey-Boga, O. (2019). Virtual
tourist communities and online travel communities. Studies in Systems, Decision and
Control. 154, pp. 435-446.
[46] de la Hoz-Correa, A., Muñoz-Leiva, F., Bakucz, M. (2018). Past themes and future trends
in medical tourism research: A co-word analysis. Tourism Management. 65, pp. 200-211.
[47] Suvidha K., Khanna, S. P. (2015). Service providers’ perspective about destination-based
web-marketing: An empirical investigation. International Tourism and Hospitality in the
Digital Age. pp. 56-71.
[48] Yousaf, S., Xiucheng, F. (2018). Halal culinary and tourism marketing strategies on
government websites: A preliminary analysis. Tourism Management. 68, pp. 423-443.
[49] Hassan, A., Rahimi, R. (2018). Consuming “innovation” in tourism: Augmented reality
as an innovation tool in digital tourism marketing. Digital Marketing and Consumer
Engagement: Concepts, Methodologies, Tools, and Applications. pp. 215-252.
Keywords: Tourism, innovation of product and services, marketing of services, marketing commu-nication tools, sales support.
REFERENCES
[1] Pachrová, S., Janoušková, E., Šedivá Neckářová, A. (2017). Marketingový výzkum
návštěvnosti – významný nástroj destinačního managementu: příklad Kraje Vysočina.
Brno: Akademické nakladatelství CERM. ISBN 978-80-7204-948-6.
[2] Kamenický, J., Kučera, L. (2014). Vybrané aspekty cestovního ruchu České republiky.
Praha: Český statistický úřad. ISBN 978-80-250-2608-3.
[3] Dai, L., Wan, L., Xu, B., Wu, B. (2017). How to improve rural tourism development in
Chinese suburban villages? Empirical findings from a quantitative analysis of eight rural
tourism destinations in Beijing. Area. 49 (2), pp. 156-165.
[4] Mohammed, N., Aziz, Y. A., Awang, K. W., Samdin, Z. (2018). Influence of destination
attractiveness on place satisfaction and environmentally responsible behavior in Marine
Parks. Journal of Sustainability Science and Management. 5, pp. 52-67.
[5] Yerzhanova, S., Mambetova, S., Jazykbayeva, B., Romanko, Y., Kazbekov, T. (2017).
Perfection of the administrative mechanism of stimulation of tourist business. Journal of
Environmental Management and Tourism. 8 (8), pp. 1494-1503.
[6] de Vecchio, P., Secundo, G., Passiante, G. (2018). Modularity approach to improve the
competitiveness of tourism businesses: Empirical evidence from case studies. EuroMed
Journal of Business. 13 (1), pp. 44-59.
[7] Livanis, G., Robertson, C. J., Al Shuaibi, K. M., Hussain, K. (2016). Outsourcing destination
choices: the role of economic and cultural attributes. International Marketing Review. 33
(1), pp. 51-87.
[8] Chang, H. L., Chou, Y. C., Wu, D. Y., Wu, S. C. (2018). Will firm’s marketing efforts on
owned social media payoff? A quasi-experimental analysis of tourism products. Decision
Support Systems. 107, pp. 13-25.
[9] Gürcü, M., Tengilimoglu, D. (2016). Health tourism-based destination marketing. Strategic
Place Branding Methodologies and Theory for Tourist Attraction. pp. 308-331.
[10] Olya, H. G. T., Al-ansi, A. (2018). Risk assessment of halal products and services:
Implication for tourism industry. Tourism Management. 65, pp. 279-291.
[11] Hallak, R., Assaker, G., El-Haddad, R. (2018). Re-examining the relationships among
perceived quality, value, satisfaction, and destination loyalty: A higher-order structural
model. Journal of Vacation Marketing. 24 (2), pp. 118-135.
[12] McCamley, C., Gilmore, A. (2018). Strategic marketing planning for heritage tourism: a
conceptual model and empirical findings from two emerging heritage regions. Journal of
Strategic Marketing. 26 (2), pp. 156-173.
[13] Powell, R., Kennell, J., Barton, C. (2018). Dark cities: a dark tourism index for Europe’s
tourism cities, based on the analysis of DMO websites. International Journal of Tourism
Cities. 4 (1), pp. 4-21.
[14] Beed, R. S., Sarkar, S. (2017). A study on the use of information and communication
technology in tourism. International Conference on Advances in Computing,
Communications and Informatics. ICACCI 2017, January, pp. 1737-1744.
[15] Liberato, P., Liberato, D., Abreu, A., Alén, E., Rocha, Á. (2018). LGBT tourism: The
competitiveness of the tourism destinations based on digital technology. Advances in
Intelligent Systems and Computing. 745, pp. 264-276.
[16] Schmidt, R., Möhring, M., Keller, B., Toni, M., Di Pietro, L. (2018). Digital enterprise
architecture management in tourism – state of the art and future directions. Smart
Innovation, Systems and Technologies. 73, pp. 93-102.
[17] Vitouladiti, O., Dedousopoulos, A. (2015). The significance of human resources in tourism
marketing. Impacts on the evaluation of the tourism product. Tourismos. 10 (2), pp. 109-
130.
[18] Bhattacharya, S., Dutta, A. (2016). An empirical study on the factors affecting WoM
communication for branding a tourist destination. Tourismos. 11 (1), pp. 68-85.
[19] Mukherjee, S., Adhikari, A., Datta, B. (2018). Quality of tourism destination – a scale
development. Journal of Indian Business Research. 10 (1), pp. 70-100.
[20] Baum, T. (2018). Sustainable human resource management as a driver in tourism policy
and planning: a serious sin of omission? Journal of Sustainable Tourism. 26 (6), pp. 873-
889.
[21] Švarcová, M. (2016). Základní principy marketingu. Praha: Idea Servis. ISBN 978-80-
85970-87-6.
[22] Kotler, P., Armstrong, G. (2012). Principles of Marketing. 14th ed. Harlow: Pearson. ISBN
978-0-273-75243-1.
[23] Schaffer, V. (2016). Satisfying service needs without compromising culture. International
Journal of Culture, Tourism, and Hospitality Research. 10 (3), pp. 283-295.
[24] Cristea, M. A., Ruse, A. V., Constantinescu, V. G. (2017). The continuous improvement of
services. A quantitative study in marketing strategies. Proceedings of the 29th International
Business Information Management Association Conference - Education Excellence and
Innovation Management through Vision 2020: From Regional Development Sustainability
to Global Economic Growth. pp. 3393-3397.
[25] Roy, S. S. (2018). Role of tourist emotions and its impact on destination marketing. The
Routledge Handbook of Destination Marketing. pp. 348-353.
[26] Gburova, J., Matusikova, D., Benkova, E. (2015). Perception of tourist destination brand.
Economic Annals-XXI. 5-6, pp. 20-23.
[27] Abed, S. S., Matzarakis, A. (2018). Quantification of the Tourism Climate of Algeria based
on the climate-tourism-information-scheme. Atmosphere. 9 (7), 250.
[28] Holátová D., Březinová M. (2013). Basic characteristics of small and medium-sized
enterprises in terms of their goals. International Journal of Business and Social Science.
4 (15), pp. 98 – 103.
[29] Linderová, I. (2013). Cestovní ruch: základy a právní úprava. Jihlava: Vysoká škola
polytechnická Jihlava. ISBN 978-80-87035-82-5.
[30] Agarwal, S., Shaw, G. (2017). Heritage, screen and literary tourism. Heritage, Screen and
Literary Tourism. pp. 1-317.
[31] Dostál, P., Černá, J. (2014). Marketingové řízení památkových objektů. Praha: Ekopress.
ISBN 978-80-87865-14-9.
[32] Tegegne, W. A., Moyle, B. D., Becken, S. (2018). A qualitative system dynamics approach
to understanding destination image. Journal of Destination Marketing and Management.
8, pp. 14-22.
[33] Hitka, M., Ližbětinová, L., Caha, Z., Xu, Y. (2016). Facility management – Instrument for
the management of support processes for HRM outsourcing. Communications: scientific
letters of the University of Žilina. 18 (2), pp. 38-44.
[34] Rašovská, I., Ryglová, K. (2017). Management kvality služeb v cestovním ruchu: jak zvýšit
kvalitu služeb a spokojenost zákazníků. Praha: Grada. ISBN 978-80-247-5021-7.
[35] Winzar, H., Baumann, C., Chu, W. (2018). Brand competitiveness: Introducing the
customer-based brand value (CBBV) – competitiveness chain. International Journal of
Contemporary Hospitality Management. 30 (1), pp. 637-660
[36] Digiorgio, V. (2016). Impact of promotional tools on reservation channels management:
a descriptive model of Italian accommodation facilities. Information Technology and
Tourism. 16 (4), pp. 347-373.
[37] Ray, N. (2015). Emerging innovative marketing strategies in the tourism industry. Emerging
Innovative Marketing Strategies in the Tourism Industry. pp. 1-425.
[38] Uşaklı, A., Koç, B., Sönmez, S. (2017). How ‘social’ are destinations? Examining European
DMO social media usage. Journal of Destination Marketing and Management. 6 (2), pp.
136-149.
[39] Alexandris, K. (2018). Brand personality and destination marketing. The Routledge
Handbook of Destination Marketing. pp. 205-214.
[40] Vystoupil, J., Šauer, M., Holešinská, A., Repík, O. (2012). Koncepce státní politiky
cestovního ruchu na období 2014–2020 – analytická část, verze 1.0. Brno: ESF MU.
[41] Michalkó, G., Irimiás, A., Timothy, D. J. (2015). Disappointment in tourism: Perspectives
on tourism destination management. Tourism Management Perspectives. 16, pp. 85-91.
[42] Sinha, S., Bhatnagar, V., Bansal, A. (2018). Multi-Label Naïve Bayes Classifier for
Identification of Top Destination and Issues to Accost by Tourism Sector. Journal of
Global Information Management. 26 (3), pp. 1-10.
[43] Sdrolias, L., Kakkos, N., Škodová-Parmová, D. et al. (2016). In Katsoni, V., Stratigea,
A.(2016). Cultural Product and Cultural Communication as a Dynamic Bipolar Interaction
and Creative Contribution to the Structural Recompiled of the Local Cultural Units.
2nd International Conference of the International-Association-of-Cultural-and-Digital-
Tourism (IACuDiT) on Forms and Norms of Tourism and Cultural in the Age of Innovation
Location. Greece: Athens. MAY 21-24, 2015. Springer. pp. 41-67. ISBN:978-3-319-27528-
4; 978-3-319-27527-7 ISSN: 2198-7246.
[44] Chugh, S. R. (2018). Creative tourism: An endogenous approach to developing culturally
and environmentally sustainable tourism. International Journal of Hospitality and Tourism
Systems. 11 (1), pp. 60-66.
[45] Rodríguez-Fernández, M. M., Sánchez-Amboage, E., Juanatey-Boga, O. (2019). Virtual
tourist communities and online travel communities. Studies in Systems, Decision and
Control. 154, pp. 435-446.
[46] de la Hoz-Correa, A., Muñoz-Leiva, F., Bakucz, M. (2018). Past themes and future trends
in medical tourism research: A co-word analysis. Tourism Management. 65, pp. 200-211.
[47] Suvidha K., Khanna, S. P. (2015). Service providers’ perspective about destination-based
web-marketing: An empirical investigation. International Tourism and Hospitality in the
Digital Age. pp. 56-71.
[48] Yousaf, S., Xiucheng, F. (2018). Halal culinary and tourism marketing strategies on
government websites: A preliminary analysis. Tourism Management. 68, pp. 423-443.
[49] Hassan, A., Rahimi, R. (2018). Consuming “innovation” in tourism: Augmented reality
as an innovation tool in digital tourism marketing. Digital Marketing and Consumer
Engagement: Concepts, Methodologies, Tools, and Applications. pp. 215-252.
| vaníčková_innovative_alternatives_of_marketing_communication_and_sales_support_of_products_and_services__pp_31-46.pdf |
Association of Economists and Managers of the Balkans
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E-mail: [email protected]
www.udekom.org.rs
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Registration number.: 28157347