Word-of-mouth marketing as a promotional tool of tourist regions
Word-of-mouth marketing as a promotional tool of tourist regions

Summary/Abstract: The purpose of this scientific article is to present trends in the promotion of tourist regions in the twenty-first century. The fast-developing economy and changes in consumers' needs as well as the decreasing interest in printed advertisements force entrepreneurs to resort to other tools of promotion. Therefore, the definition of word-of-mouth marketing (WOM) and its role were presented as the basis of this problem focusing on its model with two variables: intra- and extrapersonal environment. The main objective is to define ways of implementing and stimulating WOM with the special use of the Internet. The further part of the research concentrates on the effectiveness of different promotional tools.

• Details
• Contents