The impact of digital communications on tourism marketing
<p>The influence of digital communications on marketing in the field of tourism is investigated. The need to develop strategies for the formation of business communications in the field of tourism and indicators that allow to evaluate their effectiveness and risks is emphasized. Attention is p...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Kazimierz Wielki University
2020-05-01
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| Series: | Journal of Education, Health and Sport |
| Subjects: | |
| Online Access: | https://apcz.umk.pl/czasopisma/index.php/JEHS/article/view/34421 |
| _version_ | 1819239626593796096 |
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| author | L. V. Tranchenko N. V. Tereshchuk R. I. Lopatiuk O. M. Tranchenko |
| author_facet | L. V. Tranchenko N. V. Tereshchuk R. I. Lopatiuk O. M. Tranchenko |
| author_sort | L. V. Tranchenko |
| collection | DOAJ |
| description | <p>The influence of digital communications on marketing in the field of tourism is investigated. The need to develop strategies for the formation of business communications in the field of tourism and indicators that allow to evaluate their effectiveness and risks is emphasized. Attention is paid to the feasibility in applying strategies of differentiated, differentiated and concentrated marketing. The relevant indicators were proposed to assess the economic effectiveness of business communication strategies: income multipliers, breakeviate level assessment formula, methodology for checking the stability of the performance indicator to change factors, and Hurwitz criterion. The considered formulas and strategies for the formation of business communications in tourism create the necessary basis for scientifically justified strategic planning of the travel company's relations with counterparties.</p> |
| first_indexed | 2024-12-23T13:55:07Z |
| format | Article |
| id | doaj.art-a3d9e2e2bc6c4ad694b2c079a65aeb06 |
| institution | Directory Open Access Journal |
| issn | 2391-8306 |
| language | English |
| last_indexed | 2024-12-23T13:55:07Z |
| publishDate | 2020-05-01 |
| publisher | Kazimierz Wielki University |
| record_format | Article |
| series | Journal of Education, Health and Sport |
| spelling | doaj.art-a3d9e2e2bc6c4ad694b2c079a65aeb062022-12-21T17:44:29ZengKazimierz Wielki UniversityJournal of Education, Health and Sport2391-83062020-05-0110539440210.12775/JEHS.2020.10.05.04127423The impact of digital communications on tourism marketingL. V. Tranchenko0N. V. Tereshchuk1R. I. Lopatiuk2O. M. Tranchenko3Uman National University of HorticultureUman National University of HorticultureUman National University of HorticultureUman National University of Horticulture<p>The influence of digital communications on marketing in the field of tourism is investigated. The need to develop strategies for the formation of business communications in the field of tourism and indicators that allow to evaluate their effectiveness and risks is emphasized. Attention is paid to the feasibility in applying strategies of differentiated, differentiated and concentrated marketing. The relevant indicators were proposed to assess the economic effectiveness of business communication strategies: income multipliers, breakeviate level assessment formula, methodology for checking the stability of the performance indicator to change factors, and Hurwitz criterion. The considered formulas and strategies for the formation of business communications in tourism create the necessary basis for scientifically justified strategic planning of the travel company's relations with counterparties.</p>https://apcz.umk.pl/czasopisma/index.php/JEHS/article/view/34421tourismtourism activitiestravel companiestourist productdigital communicationsinformation technologyinformation support |
| spellingShingle | L. V. Tranchenko N. V. Tereshchuk R. I. Lopatiuk O. M. Tranchenko The impact of digital communications on tourism marketing Journal of Education, Health and Sport tourism tourism activities travel companies tourist product digital communications information technology information support |
| title | The impact of digital communications on tourism marketing |
| title_full | The impact of digital communications on tourism marketing |
| title_fullStr | The impact of digital communications on tourism marketing |
| title_full_unstemmed | The impact of digital communications on tourism marketing |
| title_short | The impact of digital communications on tourism marketing |
| title_sort | impact of digital communications on tourism marketing |
| topic | tourism tourism activities travel companies tourist product digital communications information technology information support |
| url | https://apcz.umk.pl/czasopisma/index.php/JEHS/article/view/34421 |
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