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Pregled bibliografske jedinice broj: 636066

Model of Optimization of DMOs Marketing Communication via Internet


Slivar Tiganj, Iva; Lončarić, Dina
Model of Optimization of DMOs Marketing Communication via Internet // Proceedings of the 1st AARESOC International Conference on Business & Management: Current Research, Issues and Best Practices in Business and Management from an Interdisciplinary Perspective
Izmir, Turska, 2013. (predavanje, međunarodna recenzija, sažetak, znanstveni)


CROSBI ID: 636066 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
Model of Optimization of DMOs Marketing Communication via Internet

Autori
Slivar Tiganj, Iva ; Lončarić, Dina

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Proceedings of the 1st AARESOC International Conference on Business & Management: Current Research, Issues and Best Practices in Business and Management from an Interdisciplinary Perspective / - , 2013

ISBN
978-0-692-01982-5

Skup
1st AARESOC International Conference on Business & Management

Mjesto i datum
Izmir, Turska, 05-07.06.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
DMO; marketing communication; internet marketing; destination marketing

Sažetak
The main goal of this paper is to propose a model of optimisation of DMOs’ marketing communication via internet. In this context, special attention is paid to measuring and optimizing communication strategies of DMOs and linking the effects of campaigns carried out by the DMO with business results of tourism products’ providers. In order to establish the research problem a survey was conducted on a sample of DMOs in Croatia and selected European countries. Results of this study confirmed the importance of creating a model of optimisation of DMOs’ marketing communication. The results also indicate that the attribution of actual sales results achieved by tourism products providers thanks to DMOs’ marketing communication activities is poorly monitored. The proposed model of optimisation with an obvious contribution to optimisation of online as well as offline marketing campaigns, also contributes to the important task of DMOs: justifying to stakeholders the spend of budget by proving return on investment in marketing communications with the market regardless of their involvement in sales. The model takes into account the classic premise of cooperation between DMOs and tourism providers, all with the goal of fostering economic exchanges of tourism products on the market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Objavljen sažetak u zborniku skupa. Cjeloviti rad je u postupku objavljivanja.



POVEZANOST RADA


Projekt / tema
303-0000000-2451 - Održivi turizam u Hrvatskoj: izrada akcijskog plana održivosti turizma Istre (Aljoša Vitasović, )

Ustanove
Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija,
Fakultet ekonomije i turizma "Dr. Mijo Mirković", Pula

Profili:

Avatar Url Dina Lončarić (autor)

Avatar Url Iva Slivar (autor)

Citiraj ovu publikaciju

Slivar Tiganj, Iva; Lončarić, Dina
Model of Optimization of DMOs Marketing Communication via Internet // Proceedings of the 1st AARESOC International Conference on Business & Management: Current Research, Issues and Best Practices in Business and Management from an Interdisciplinary Perspective
Izmir, Turska, 2013. (predavanje, međunarodna recenzija, sažetak, znanstveni)
Slivar Tiganj, I. & Lončarić, D. (2013) Model of Optimization of DMOs Marketing Communication via Internet. U: Proceedings of the 1st AARESOC International Conference on Business & Management: Current Research, Issues and Best Practices in Business and Management from an Interdisciplinary Perspective.
@article{article, year = {2013}, keywords = {DMO, marketing communication, internet marketing, destination marketing}, isbn = {978-0-692-01982-5}, title = {Model of Optimization of DMOs Marketing Communication via Internet}, keyword = {DMO, marketing communication, internet marketing, destination marketing}, publisherplace = {Izmir, Turska} }