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Online Marketing Communication Trends in Slovak Hotel Industry

Author

Listed:
  • Nadanyiova Margareta

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak Republic)

  • Majerova Jana

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak Republic)

  • Gajanova Lubica

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak Republic)

Abstract

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.

Suggested Citation

  • Nadanyiova Margareta & Majerova Jana & Gajanova Lubica, 2020. "Online Marketing Communication Trends in Slovak Hotel Industry," Economics and Culture, Sciendo, vol. 17(2), pages 13-21, December.
    • Handle: RePEc:vrs:ecocul:v:17:y:2020:i:2:p:13-21:n:2
    DOI: 10.2478/jec-2020-0016
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    References listed on IDEAS

    as
    1. Nagwa El Gazzar & Maha Mourad, 2012. "The Effect of Online Communication on Corporate Brand Image," International Journal of Online Marketing (IJOM), IGI Global, vol. 2(1), pages 1-15, January.
    2. Bambauer-Sachse, Silke & Mangold, Sabrina, 2011. "Brand equity dilution through negative online word-of-mouth communication," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 38-45.
    3. Shareef, Mahmud Akhter & Mukerji, Bhasker & Dwivedi, Yogesh K. & Rana, Nripendra P. & Islam, Rubina, 2019. "Social media marketing: Comparative effect of advertisement sources," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 58-69.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Online marketing communication; hotel industry; brand loyalty; consumers; company;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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