engleski

Model of Optimization of DMOs Marketing Communication via Internet

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.

DMO; marketing communication; internet marketing; destination marketing

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