Online Marketing Communication Trends in Slovak Hotel Industry
Research purpose. Traditionally used communication mix as a part of company’s marketing strategy, including advertising, sales promotion, personal sales and public relations, is gradually changing and expanding. Thanks to the development of new information-communication technologies, all these tools...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2020-12-01
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| Series: | Economics and Culture |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/jec-2020-0016 |
| _version_ | 1818586313509568512 |
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| author | Nadanyiova Margareta Majerova Jana Gajanova Lubica |
| author_facet | Nadanyiova Margareta Majerova Jana Gajanova Lubica |
| author_sort | Nadanyiova Margareta |
| collection | DOAJ |
| description | Research purpose. Traditionally used communication mix as a part of company’s marketing strategy, including advertising, sales promotion, personal sales and public relations, is gradually changing and expanding. Thanks to the development of new information-communication technologies, all these tools are constantly being transformed into the conditions of the Internet. This fact also affects consumer’s lifestyle, and thus, their buying behaviour. As a large part of consumers are almost always online via fixed internet, WIFI or within data, companies in various sectors, especially in service sector such as hotel industry, have a better opportunity to reach a specific target group with online marketing communication. The main goal of the article is to provide a literature review on online marketing communication from the viewpoint of several foreign and domestic authors, analyse its trends in hotel industry and propose measures for the efficient online marketing communication in Slovak hotels. |
| first_indexed | 2024-12-16T08:50:59Z |
| format | Article |
| id | doaj.art-ceb756b09c664c3880032bd5c8159956 |
| institution | Directory Open Access Journal |
| issn | 2256-0173 |
| language | English |
| last_indexed | 2024-12-16T08:50:59Z |
| publishDate | 2020-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Economics and Culture |
| spelling | doaj.art-ceb756b09c664c3880032bd5c81599562022-12-21T22:37:26ZengSciendoEconomics and Culture2256-01732020-12-01172132110.2478/jec-2020-0016jec-2020-0016Online Marketing Communication Trends in Slovak Hotel IndustryNadanyiova Margareta0Majerova Jana1Gajanova Lubica2University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak RepublicUniversity of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak RepublicUniversity of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak RepublicResearch purpose. Traditionally used communication mix as a part of company’s marketing strategy, including advertising, sales promotion, personal sales and public relations, is gradually changing and expanding. Thanks to the development of new information-communication technologies, all these tools are constantly being transformed into the conditions of the Internet. This fact also affects consumer’s lifestyle, and thus, their buying behaviour. As a large part of consumers are almost always online via fixed internet, WIFI or within data, companies in various sectors, especially in service sector such as hotel industry, have a better opportunity to reach a specific target group with online marketing communication. The main goal of the article is to provide a literature review on online marketing communication from the viewpoint of several foreign and domestic authors, analyse its trends in hotel industry and propose measures for the efficient online marketing communication in Slovak hotels.https://doi.org/10.2478/jec-2020-0016online marketing communicationhotel industrybrand loyaltyconsumerscompanym30m31 |
| spellingShingle | Nadanyiova Margareta Majerova Jana Gajanova Lubica Online Marketing Communication Trends in Slovak Hotel Industry Economics and Culture online marketing communication hotel industry brand loyalty consumers company m30 m31 |
| title | Online Marketing Communication Trends in Slovak Hotel Industry |
| title_full | Online Marketing Communication Trends in Slovak Hotel Industry |
| title_fullStr | Online Marketing Communication Trends in Slovak Hotel Industry |
| title_full_unstemmed | Online Marketing Communication Trends in Slovak Hotel Industry |
| title_short | Online Marketing Communication Trends in Slovak Hotel Industry |
| title_sort | online marketing communication trends in slovak hotel industry |
| topic | online marketing communication hotel industry brand loyalty consumers company m30 m31 |
| url | https://doi.org/10.2478/jec-2020-0016 |
| work_keys_str_mv | AT nadanyiovamargareta onlinemarketingcommunicationtrendsinslovakhotelindustry AT majerovajana onlinemarketingcommunicationtrendsinslovakhotelindustry AT gajanovalubica onlinemarketingcommunicationtrendsinslovakhotelindustry |