SLOVAK TOURISM ENTERPRISES AND DMOs: CHALLENGES OF ADDRESSING VISITORS
Kristína Pompurová, doc. Ing, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
Radka Marčeková, Ing, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
Ľubica Šebová, doc. Ing, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
Ivana Šimočková, Mgr, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
DOI: https://doi.org/10.31410/tmt.2018.407
Kristína Pompurová, doc. Ing, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
Radka Marčeková, Ing, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
Ľubica Šebová, doc. Ing, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
Ivana Šimočková, Mgr, PhD
Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University, Tajovského 10, 97590
Banská Bystrica, Slovakia
DOI: https://doi.org/10.31410/tmt.2018.407
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 paper focuses on use of electronic marketing and thus different tools of marketing communication
in tourism. All (37) destination management organizations (DMOs) in Slovakia and selected
tourism enterprises (35) represent research object, while marketing communication tools represent
research subject. The scope of use of marketing communication tools is analyzed in a complex way as
both - demand side and supply side are examined. We used interview and following we investigated
Internet marketing communication to study the supply side. This research sample consisted of 35 enterprises
from which 24 were Slovak tour operators, 3 hotels (*** and ****), 4 spas and 4 water parks
and 37 DMOs divided into five categories. On demand side data were collected through questionnaires.
The research sample consisted of 510 randomly selected visitors of above-mentioned enterprises. The
survey was undertaken from 2015 to 2018. We assume that an effective marketing campaign enhances
competitiveness of enterprises and DMOs, boost their development and thus the development of tourism
regions in Slovakia. However, new trends of marketing communication are being used in a limited
extent by tourism enterprises and only several DMOs actively profit thus from traditional tools of marketing
communication as well as from online marketing communication.
Keywords: Destination management organizations (DMOs), tourism enterprises, Internet, marketing
communication, Slovakia.
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