IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i15p8191-d599062.html
   My bibliography  Save this article

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

Author

Listed:
  • Michal Lukáč

    (Faculty of Social Sciences, University of SS. Cyril and Methodius in Trnava, Bučianska 4/A, 917 01 Trnava, Slovakia)

  • Katarína Stachová

    (Institut of Management, University of SS. Cyril and Methodius in Trnava, Hajdóczyho 1, 917 01 Trnava, Slovakia)

  • Zdenko Stacho

    (Institut of Management, University of SS. Cyril and Methodius in Trnava, Hajdóczyho 1, 917 01 Trnava, Slovakia)

  • Gabriela Pajtinková Bartáková

    (Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia)

  • Katarína Gubíniová

    (Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia)

Abstract

Based on the OECD research from 2020, tourism is one of the biggest and fast-growing sectors of the world economy. Tourism plays a key role in job creation as well as in added value creation. In 2018, the revenue from tourism in Slovakia totaled EUR 2.7 billion, which is EUR 4.7% more than the year before, where the mentioned refers to 3% GDP and 27.6% of the services-related exports. The authors drew their attention to identifying some marketing communication tools’ impact on the castle museum attendance in Slovakia and analyzed the degree and dynamics of the communication structure implementation in the context of cultural heritage. In general, 5840 cultural tourists were interviewed during three restricted cycles: 2006–2009, 2011–2014, and 2016–2019; the interviewing was held through the questionnaires only during the summer seasons. The study herein shows that the quality perception of the carried out offline marketing communication activities and the visit intention itself have significant influence on the interest of customers in repeated visits to castle museums.

Suggested Citation

  • Michal Lukáč & Katarína Stachová & Zdenko Stacho & Gabriela Pajtinková Bartáková & Katarína Gubíniová, 2021. "Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8191-:d:599062
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/15/8191/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/15/8191/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Knut Hidle & Einar Leknes, 2014. "Policy Strategies for New Regionalism: Different Spatial Logics for Cultural and Business Policies in Norwegian City Regions," European Planning Studies, Taylor & Francis Journals, vol. 22(1), pages 126-142, January.
    2. David Schüller & Karel Doubravský, 2019. "Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    3. Raman, Kalyan & Mantrala, Murali K. & Sridhar, Shrihari & Tang, Yihui (Elina), 2012. "Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 43-52.
    4. Ioana Cecilia Popescu & Ionel Dumitru & Calin Veghes & Camelia Kailani, 2013. "Marketing communication as a vector of the Romanian small businesses sustainable development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 671-686, November.
    5. George Baltas, 2002. "An applied analysis of brand demand structure," Applied Economics, Taylor & Francis Journals, vol. 34(9), pages 1171-1175.
    6. Lenka Ližbetinová & Peter Štarchoň & Silvia Lorincová & Dagmar Weberová & Petr Průša, 2019. "Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    7. Anna Krizanova & George Lăzăroiu & Lubica Gajanova & Jana Kliestikova & Margareta Nadanyiova & Dominika Moravcikova, 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment," Sustainability, MDPI, vol. 11(24), pages 1-19, December.
    8. Michaela Sirkova & Viktoria Ali Taha & Martina Ferencova, 2016. "Management Of Hr Processes In The Specific Contexts Of Selected Area," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 13(2), pages 142-152, June.
    9. Throsby,David, 2010. "The Economics of Cultural Policy," Cambridge Books, Cambridge University Press, number 9780521868259.
    10. Rabe-Hesketh, Sophia & Skrondal, Anders & Pickles, Andrew, 2005. "Maximum likelihood estimation of limited and discrete dependent variable models with nested random effects," Journal of Econometrics, Elsevier, vol. 128(2), pages 301-323, October.
    11. M. E. Agwu & H. N. Onwuegbuzie, 2018. "Effects of international marketing environments on entrepreneurship development," Journal of Innovation and Entrepreneurship, Springer, vol. 7(1), pages 1-14, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pavla Vrabcová & Hana Urbancová, 2023. "Sustainable innovation in agriculture: Building competitiveness and business sustainability," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 69(1), pages 1-12.
    2. Jacek Kulpiński & Beata Prukop & Paweł Rut & Aneta Rejman & Paweł Świder & Wojciech J. Cynarski, 2022. "Defensive Strongholds and Fortified Castles in Poland—From the Art of Fortifications to Tourist Attractions," Sustainability, MDPI, vol. 14(6), pages 1-20, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:ebl:ecbull:v:3:y:2008:i:42:p:1-13 is not listed on IDEAS
    2. Luiz Paulo Fávero & Joseph F. Hair & Rafael de Freitas Souza & Matheus Albergaria & Talles V. Brugni, 2021. "Zero-Inflated Generalized Linear Mixed Models: A Better Way to Understand Data Relationships," Mathematics, MDPI, vol. 9(10), pages 1-28, May.
    3. Taeyoung Cho & Taesoo Cho & Hao Zhang, 2021. "The Effect of IMC of Golf Product Exhibitions on Customer Behavior and Recommendation Intention," Tourism and Hospitality, MDPI, vol. 2(3), pages 1-14, July.
    4. Simon Gaechter & Chris Starmer & Fabio Tufano, 2022. "Measuring “group cohesion” to reveal the power of social relationships in team production," Discussion Papers 2022-12, The Centre for Decision Research and Experimental Economics, School of Economics, University of Nottingham.
    5. Andrew Gelman & Daniel Lee & Jiqiang Guo, 2015. "Stan," Journal of Educational and Behavioral Statistics, , vol. 40(5), pages 530-543, October.
    6. Yeojin Chung & Sophia Rabe-Hesketh & Vincent Dorie & Andrew Gelman & Jingchen Liu, 2013. "A Nondegenerate Penalized Likelihood Estimator for Variance Parameters in Multilevel Models," Psychometrika, Springer;The Psychometric Society, vol. 78(4), pages 685-709, October.
    7. Andréa Jean Baker, 2017. "Algorithms to Assess Music Cities," SAGE Open, , vol. 7(1), pages 21582440176, March.
    8. Saul Estrin & Julia Korosteleva & Tomasz Mickiewicz, 2022. "Schumpeterian Entry: Innovation, Exporting, and Growth Aspirations of Entrepreneurs," Entrepreneurship Theory and Practice, , vol. 46(2), pages 269-296, March.
    9. Godager, Geir & Iversen, Tor & Ma, Ching-to Albert, 2015. "Competition, gatekeeping, and health care access," Journal of Health Economics, Elsevier, vol. 39(C), pages 159-170.
    10. Bertacchini, Enrico & Dalle Nogare, Chiara, 2014. "Public provision vs. outsourcing of cultural services: Evidence from Italian cities," European Journal of Political Economy, Elsevier, vol. 35(C), pages 168-182.
    11. Namin, Aidin & Soysal, Gonca P. & Ratchford, Brian T., 2022. "Alleviating demand uncertainty for seasonal goods: An analysis of attribute-based markdown policy for fashion retailers," Journal of Business Research, Elsevier, vol. 145(C), pages 671-681.
    12. Lawrence Choo & Todd R. Kaplan & Ro’i Zultan, 2019. "Information aggregation in Arrow–Debreu markets: an experiment," Experimental Economics, Springer;Economic Science Association, vol. 22(3), pages 625-652, September.
    13. Oleksiuk Adam & Pleśniak Agnieszka, 2022. "Environment Characteristics and Internationalization of SMEs: Insights from a Polish and Finnish Sample," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(3), pages 175-194, September.
    14. Paul Dalziel, 2019. "Wellbeing economics in public policy: A distinctive Australasian contribution?," The Economic and Labour Relations Review, , vol. 30(4), pages 478-497, December.
    15. Castiglione, Concetta & Infante, Davide & Zieba, Marta, 2023. "Public support for performing arts. Efficiency and productivity gains in eleven European countries," Socio-Economic Planning Sciences, Elsevier, vol. 85(C).
    16. Karen Ruckman & Nilesh Saraf & Vallabh Sambamurthy, 2015. "Market Positioning by IT Service Vendors Through Imitation," Information Systems Research, INFORMS, vol. 26(1), pages 100-126, March.
    17. Kathryn Whetten & Jan Ostermann & Brian W Pence & Rachel A Whetten & Lynne C Messer & Sumedha Ariely & Karen O'Donnell & Augustine I Wasonga & Vanroth Vann & Dafrosa Itemba & Misganaw Eticha & Ira Mad, 2014. "Three-Year Change in the Wellbeing of Orphaned and Separated Children in Institutional and Family-Based Care Settings in Five Low- and Middle-Income Countries," PLOS ONE, Public Library of Science, vol. 9(8), pages 1-10, August.
    18. Vassilis Vasdekis & Silvia Cagnone & Irini Moustaki, 2012. "A Composite Likelihood Inference in Latent Variable Models for Ordinal Longitudinal Responses," Psychometrika, Springer;The Psychometric Society, vol. 77(3), pages 425-441, July.
    19. Marino, Maria Francesca & Alfó, Marco, 2016. "Gaussian quadrature approximations in mixed hidden Markov models for longitudinal data: A simulation study," Computational Statistics & Data Analysis, Elsevier, vol. 94(C), pages 193-209.
    20. Rabe-Hesketh, Sophia & Skrondal, Anders, 2013. "Avoiding biased versions of Wooldridge’s simple solution to the initial conditions problem," Economics Letters, Elsevier, vol. 120(2), pages 346-349.
    21. Raymond, Wladimir & Mairesse, Jacques & Mohnen, Pierre & Palm, Franz, 2015. "Dynamic models of R & D, innovation and productivity: Panel data evidence for Dutch and French manufacturing," European Economic Review, Elsevier, vol. 78(C), pages 285-306.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8191-:d:599062. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.