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Hodnotenie účinnosti nástrojov marketingovej komunikácie Slovenskej agentúry pre cestovný ruch

  1. TitleHodnotenie účinnosti nástrojov marketingovej komunikácie Slovenskej agentúry pre cestovný ruch
    Par.titleEvaluation of the effectiveness of marketing communication of the Slovak tourist board
    Author infoJana Kučerová, Ivana Vala Magátová
    Author Kučerová Jana 1955-2022 (50%) UMBEF01 - Katedra cestovného ruchu
    Co-authors Vala Magátová Ivana (50%)
    Source document Studia Turistica : online časopis pro vzdělávaní v cestovním ruchu. Roč. 9, č. 2 (2018), s. 18-26. - Jihlava : Vysoká škola polytechnická v Jihlavě, 2018
    Keywords marketingová komunikácia - communication in marketing - marketing communication   cestovný ruch - turizmus - tourism   efektívna komunikácia - effective communication  
    Headings Geogr. Slovensko
    Form. Descr.články - journal articles
    LanguageSlovak
    CountryCzech Republic
    systematics 334
    AnnotationThe paper deals with the approaches to the evaluation of the effectiveness of marketing communication on the state level. The objective is to find out, if there is interdependence among the expenditures of the Slovak Tourist Board on marketing communication and the number of visitors and their average length of stay. The secondary information sources are used in the article, mainly internal data of Slovak Tourist Board and Slovak Statistical Office in the period from 2004 – 2014. The Spearman Correlation Coefficient is used as the evaluation method. The results demonstrate that there is no correlation among these variables. The very low budget for marketing communication can be one of the reasons, but also implementation of not suitable communication tools.
    Public work category ADE
    No. of Archival Copy44328
    Catal.org.BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici
    Databasexpca - PUBLIKAČNÁ ČINNOSŤ
    ReferencesPERIODIKÁ-Súborný záznam periodika
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Number of the records: 1  

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