Online Marketing Communication Trends in Slovak Hotel Industry

Economics and Culture

Nadanyiova Margareta¹  Gajanova Lubica¹  Majerova Jana¹ 

[1] University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak Republic;

关键词: online marketing communication;    hotel industry;    brand loyalty;    consumers;    company;    m30;    m31;   

DOI  :  10.2478/jec-2020-0016

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown