Hodnotenie účinnosti nástrojov marketingovej komunikácie Slovenskej agentúry pre cestovný ruch

Kučerová, Jana, 1955-2022 Hodnotenie účinnosti nástrojov marketingovej komunikácie Slovenskej agentúry pre cestovný ruch = Evaluation of the effectiveness of marketing communication of the Slovak tourist board / Jana Kučerová, Ivana Vala Magátová. -- The 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.

In Studia Turistica : online časopis pro vzdělávaní v cestovním ruchu. -- Jihlava : Vysoká škola polytechnická v Jihlavě, 2018. -- ISSN 1804-252X. -- Roč. 9, č. 2 (2018), s. 18-26

1. marketingová komunikácia 2. cestovný ruch 3. efektívna komunikácia 4. Slovensko 5. články

I. Vala Magátová, Ivana
II. Studia Turistica : online časopis pro vzdělávaní v cestovním ruchu. -- Roč. 9, č. 2 (2018), s. 18-26

334
BB301