(DIS)ADVANTAGES OF TOURISM IN THE CONDITIONS OF SELF-GOVERNMENT AND WAYS OF ITS EFFECTIVE PROMOTION
(DIS)ADVANTAGES OF TOURISM IN THE CONDITIONS OF SELF-GOVERNMENT AND WAYS OF ITS EFFECTIVE PROMOTION
Author(s): Kristína HoghováSubject(s): Business Economy / Management, Government/Political systems, Marketing / Advertising, Tourism
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: city image; city of Bojnice; local self-government; promotion of city; tourism;
Summary/Abstract: The creation of Slovak Republic as an independent state, globalization, and internationalization of society has brought an increase in competition between cities, not only at the national level, but beyond national borders also. This is also related to the city image and its communication after the year 1989, when the self-governments acquired a significant position thanks to the implementation of the law on municipal establishment. If cities want to keep their position in the urban market and be successful at the same time, it is necessary to remember the importance of marketing activities, as well as maintain a positive city image. Thus, paper focuses on the characteristics of internal marketing communication of the selected city. Based on the results of the survey conducted, we will proceed to our own proposals and recommendations for the city’s marketing communication in order to maintain its image and competitiveness.
Journal: Megatrendy a médiá
- Issue Year: 6/2019
- Issue No: 1
- Page Range: 531-556
- Page Count: 26
- Language: English
