DIGITAL MARKETING COMMUNICATION TOOLS IN THE PROCESS OF IMPLEMENTATION OF MARKETING STRATEGY OF THE TOURIST AREA JESENÍKY - EAST
DIGITAL MARKETING COMMUNICATION TOOLS IN THE PROCESS OF IMPLEMENTATION OF MARKETING STRATEGY OF THE TOURIST AREA JESENÍKY - EAST

Summary/Abstract: It is a clear fact that tourism is one of the world's the most important sectors of the economy influencing local, regional and national levels. The complexity of the sector is given by both its structure (predominant number of small businesses) and interconnections with other sectors affecting tourism and contributing to its success, including the public sector,especially municipal institutions. Collaboration and networking are becoming essential prerequisites for the tourism destinations success. The beginning of the 21st century brings with it a very dynamic development in the activities and instruments of destinations’ marketing management. Logically, not far behind is the development of marketing communication and its tools and technologies. Destination management clients are not only satisfied visitors and tourists, but many other stakeholders, more or less influencing the success of destination management and competitiveness of the destination. In order to maintain its competitiveness destinations and tourism operators have to increase creativity, efficiency and effectiveness of implementation tools of marketing strategy, including marketing communication tools. Implementation of marketing strategies destination and an example of using the tools of digital marketing communication is the subject of the paper.

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