Advertisement

Internet Marketing Communication of Destination Management Organizations in Slovakia: The Case Study

  • Radka Marčeková
  • Ľubica ŠebováEmail author
  • Kristína Pompurová
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

The case study deals with the examination of internet marketing communication of all Destination Management Organizations (36) in Slovakia. It identifies the current status and outlines the possibilities for its further development. The study applies the results of primary research, gathered during the months of October 2017 to January 2018 and analyzes the ways of internet marketing communication investigated in Destination Management Organizations (DMOs). The study divides them into five categories, which are characterized. The results of the research point to the fact that only 17% of DMOs in Slovakia is currently actively involved in the use of well-known and available internet marketing communication tools. The same share (17%) use these tools sufficiently, with approximately 33% of DMOs are acting poorly and the sites promote weakly, 28% being significantly less active in internet marketing communication, and around 5% are totally inactive, and are not using any internet marketing tools at all. It means that in Slovakia there are still unused opportunities for better promotion of individual regions in the tourism market, which are outlined in the study. It applies theoretical methods of investigation and methods of descriptive statistics.

Keywords

Destination management organization (DMO) Internet Marketing communication 

JEL Classification

L83 M38 

Notes

Acknowledgements

“This article was supported by the research project VEGA 1/0809/17 Reengineering of destination management organisations and good destination governance conformed to principles of sustainable development”.

References

  1. Almeida-Santana, A., & Moreno-Gil, S. (2017). New trends in information search and their influence on destination loyalty: Digital destinations and relationship marketing. Journal of Destination Marketing & Management, 6(2), 150–161.  https://doi.org/10.1016/j.jdmm.2017.02.003.CrossRefGoogle Scholar
  2. Bennet, P. (1988). Marketing. Boston: McGraw-Hill Book Enterprise.Google Scholar
  3. Bruhn, M. (2013). Kommunikationspolitik. Systematischer Einsatz der Kommunikation für Unternehmen. 7. Vydanie. Műnchen: VerlagVahlen.Google Scholar
  4. Falát, L., & Holubčík, M. (2017). The influence of marketing communication on financial situation of the company—A case from automobile industry. Procedia Engineering, 192, 148–153.  https://doi.org/10.1016/j.proeng.2017.06.026.CrossRefGoogle Scholar
  5. Granville, F., Mehta, A., & Pike, S. (2016). Destinations, disasters and public relations: Stakeholder engagement in multi-phase disaster management. Journal of Hospitality and Tourism Management, 28, 73–79.  https://doi.org/10.1016/j.jhtm.2016.02.001.CrossRefGoogle Scholar
  6. Gúčik, M., et al. (2011). Marketing cestovnéhoruchu. Banská Bystrica: Dali-BB.Google Scholar
  7. Hristov, D., & Ramkissoon, H. (2016). Leadership in destination management organisaions. Annals of Tourism Research, 61, 213–267.  https://doi.org/10.1016/j.annals.2016.08.005.CrossRefGoogle Scholar
  8. Ivanov, A. E. (2012). The internet’s impact on integrated marketing communication. Procedia Economics and Finance, 3, 536–542.  https://doi.org/10.1016/S2212-5671(12)00192-X.CrossRefGoogle Scholar
  9. Kotler, Ph., & Keller, K. L. (2013). Marketing Management. 14. vydanie. Praha: Grada Publishing.Google Scholar
  10. Kotler, P., et al. (1994). Marketing management. 8. vydanie. New Jersey: Prentice Hall.Google Scholar
  11. Kotler, Ph, et al. (2007). Moderní marketing. Praha: Grada Publishing.Google Scholar
  12. Kucerova, J., Strasik, A., & Šebova, Ľ. (2006). Ekonomika podniku cestovného ruchu. Banská Bystrica: Univerzita Mateja Bela.Google Scholar
  13. Li, S. C. H., Robinson, P., & Oriade, A. (2017). Destination marketing: The use of technology since the millennium. Journal of Destination Marketing & Management, 6(2), 95–102.  https://doi.org/10.1016/j.jdmm.2017.04.008.CrossRefGoogle Scholar
  14. Maráková, V., & Šimockova, I. (2015). Integrova ná marketing ová komunikácia akopredpoklad for movania pozitívne hoimidžuštátu v cestovnomruchu. BanskáBystrica: Belianum.Google Scholar
  15. Mariani, M. M., Di Felice, M., & Mura, M. (2017). Facebook as a destination marketing tool: Evidence from Italian regional destination management organizations. Tourism Management, 54, 321–343.  https://doi.org/10.1016/j.tourman.2015.12.008.CrossRefGoogle Scholar
  16. Mathews, S., Bianchi, C., Perks, K. J., Healy, M., & Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. International Business Review, 25(4), 820–830.  https://doi.org/10.1016/j.ibusrev.2015.10.007.CrossRefGoogle Scholar
  17. Mccabe, S. (2009). Marketing communications in tourism & hospitality. concepts, strategies and cases. Oxford: Elsevier.Google Scholar
  18. Meffert, H. (1986). Marketing—Grundlagen der Absatzpolitik. 7. vydanie. Wiesbaden: Gabler Verlag.CrossRefGoogle Scholar
  19. Meričková, B., & Šebo, J. (2010). Technickáefektívnosťzabezpečovaniamiestnychverejnýchslužieb na Slovensku. In: Aktuálneotázkyverejnýchfinancií 2010: zborník z medzinárodnéhovedeckéhoseminára. BanskáBystrica: OZ EuroPro.Google Scholar
  20. Nieschlag, R., Dichtl, E., & Hörschgen, H. (1997). Marketing. Berlin: Duncker & Humblot.Google Scholar
  21. Noyes, D. (2015). The top 20 valuable facebook statistics organisations. Zdroj. https://zephoria.com/top-15-valuable-facebook-statistics/. Prístup k 24 januáru 2018.
  22. Pěč, J. (2012). OblastnéorganizáciecestovnéhoruchunaSlovensku. In Zborník z konferencie (pp. 664–673). Zdroj. ftp://193.87.31.84/0163015/zbornik2012.pdf. Prístup k 22 januáru 2018.
  23. Pelsmacker, P., Geuens, M., & Bergh, J. (2003). Marketingovákomunikace. Praha: Grada Publishing.Google Scholar
  24. Pike, S. (2016). Destination marketing essentials. New York: Routledge.Google Scholar
  25. Reitsamer, B. F., Brunner-Sperdin, A., & Stokburger-Sauer, N. E. (2016). Destination attractiveness and destination attachment: The mediating role of tourists’ attitude. Tourism Management Perspectives, 19, 93–101.  https://doi.org/10.1016/j.tmp.2016.05.003.CrossRefGoogle Scholar
  26. Šebová, Ľ., Pompurová K., Šebo J. (2016). Uplatneniemanažmentucieľovéhomiesta v Žilinskomkraji. In 19. mezinárodníkolokvium o regionálníchvědách, zborník z konferencie. Brno: Masarykovauniverzita.  https://doi.org/10.5817/cz.muni.p210-8273-2016-128.
  27. Semerádová, T., & Němečková-Vávrová, J. (2016). Using a systemic approach to assess Internet marketing communication within hospitality industry. Tourism Management Perspectives, 20, 276–289.  https://doi.org/10.1016/j.tmp.2016.09.007.CrossRefGoogle Scholar
  28. Shao, J., Li, X., Morrison, A. M., & Wu, B. (2016). Social media micro-film marketing by Chinese destinations: The case of Shaoxing. Tourism Management, 54, 439–451.  https://doi.org/10.1016/j.tourman.2015.12.013.CrossRefGoogle Scholar
  29. Wiktor, J. W. (2013). Komunikacjamarketingowa. Modele, struktury, formyprzekazu. Warszawa: WydawnictwoNaukowe PWN SA.Google Scholar
  30. Zákon č. 351/2011 Z. z. o elektronickýchkomunikáciách v zneníneskoršíchpredpisov.Google Scholar
  31. Zákon č. 91/2010 Z. z. o podporecestovnéhoruchu v zneníneskoršíchpredpisov.Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Radka Marčeková
    • 1
  • Ľubica Šebová
    • 1
    Email author
  • Kristína Pompurová
    • 1
  1. 1.Department of Tourism and Hospitality, Faculty of EconomicsMatej Bel University in Banská BystricaBanská BystricaSlovakia

Personalised recommendations