SLOVAK TOURISM ENTERPRISES AND DMOs: CHALLENGES OF ADDRESSING VISITORS
SLOVAK TOURISM ENTERPRISES AND DMOs: CHALLENGES OF ADDRESSING VISITORS

Author(s): Kristína Pompurová, Radka Marcekova, Ľubica Šebová, Ivana Simockova
Subject(s): Economy, National Economy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Destination management organizations (DMOs);tourism enterprises;Internet;marketing communication;Slovakia;
Summary/Abstract: This paper focuses on use of electronic marketing and thus different tools of marketing communication in tourism. All (37) destination management organizations (DMOs) in Slovakia and selected tourism enterprises (35) represent research object, while marketing communication tools represent research subject. The scope of use of marketing communication tools is analyzed in a complex way as both - demand side and supply side are examined. We used interview and following we investigated Internet marketing communication to study the supply side. This research sample consisted of 35 enterprises from which 24 were Slovak tour operators, 3 hotels (*** and ****), 4 spas and 4 water parks and 37 DMOs divided into five categories. On demand side data were collected through questionnaires. The research sample consisted of 510 randomly selected visitors of above-mentioned enterprises. The survey was undertaken from 2015 to 2018. We assume that an effective marketing campaign enhances competitiveness of enterprises and DMOs, boost their development and thus the development of tourism regions in Slovakia. However, new trends of marketing communication are being used in a limited extent by tourism enterprises and only several DMOs actively profit thus from traditional tools of marketing communication as well as from online marketing communication.

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