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

In: Smart Tourism as a Driver for Culture and Sustainability

Author

Listed:
  • Radka Marčeková

    (Matej Bel University in Banská Bystrica)

  • Ľubica Šebová

    (Matej Bel University in Banská Bystrica)

  • Kristína Pompurová

    (Matej Bel University in Banská Bystrica)

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.

Suggested Citation

  • Radka Marčeková & Ľubica Šebová & Kristína Pompurová, 2019. "Internet Marketing Communication of Destination Management Organizations in Slovakia: The Case Study," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Marival Segarra-Oña (ed.), Smart Tourism as a Driver for Culture and Sustainability, chapter 0, pages 315-328, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-03910-3_22
    DOI: 10.1007/978-3-030-03910-3_22
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    More about this item

    Keywords

    Destination management organization (DMO); Internet; Marketing communication;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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