NEW TRENDS IN MARKETING COMMUNICATION AND THEIR USE IN SPA ENTERPRISES IN SLOVAKIA

被引：0
|
作者：
Marcekova, Radka [1 ]
Sajtlavova, Lucia [1 ]
机构：
[1] Univ Mateja Bela Banskej Bystrici, Ekon Fak, Katedra Cestovneho Ruchu & Spolecneho Stravovania, Tajovskeho 10, Banska Bystrica 97590, Slovakia
来源：
AKTUALNI PROBLEMY CESTOVNIHO RUCHU (10. MEZINARODNI KONFERENCE): CESTOVNI RUCH: VYVOJ - ZMENY-PERSPEKTIVY. TOURISM: DEVELOPMENT - TRANSFORMATION - FUTURE PROSPECTS | 2015年
关键词：
Buzz marketing; Event marketing; Guerilla marketing; Mobile marketing; Tools of marketing communication mix; Viral marketing;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The goal of the article is to investigate use of new trends in marketing communication of selected spa enterprises in Slovakia. The article is divided into two parts. First part introduces theoretical basis of marketing communication with characteristics of its tools and new trends. Analytical part is devoted to selected spa enterprises and elaborated on basis of results of structured conversation with their managers and collection of secondary data about marketing communication. It also deals with analysis of questionnaire research among guests of spa enterprises, how they perceive marketing communication trends. The survey results point to the fact that analyzed subjects have not followed new trends adequately. The article outlines more possibilities how to bring new communication trends into the tourism practice.
引用
收藏
页码：301 / 313
页数：13
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