The usefulness of social media for travel agencies in the Czech Republic
The usefulness of social media for travel agencies in the Czech Republic

Author(s): David Prantl
Subject(s): Media studies, Tourism, ICT Information and Communications Technologies
Published by: Masarykova univerzita nakladatelství
Keywords: social media; travel agencies; revenue; ROA; performance;
Summary/Abstract: There is a number of local travel agencies on the Czech market offering relatively similar product. For that reason, it is very important to offer top customer services. This can be achieved, for example, by social media. The aim of this study is to evaluate the usefulness of social media for the companies operating in the field of tourism. Our sample cover the best travel agencies in the Czech market. Our study shows that ROA or revenues are not suitable for evaluating the usefulness of social media for travel agencies. On the other hand, we discover strong positive relationship between travel agencies assets or turnover and the use of social media. Base on our research, we can recommend travel agencies to use social media particularly for empower branding and maintain a long-term relationship with customers.

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