Naslov
Internet marketing communication strategies beyond websites - an overview of DMOs in Europe

Autori
Slivar Tiganj, Iva

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Marketing in a Dynamic Environment – Academic and Practical Insights / - Opatija : Sveučilište u Rijeci, 2013, 400-413

ISBN
978-953-7842-18-5

Skup
23rd CROMAR CONGRESS: Marketing in a Dynamic Environment – Academic and Practical Insights

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Internet marketing; Communication strategy; DMOs; Europe; Croatia

Sažetak
The majority of internet marketing studies focus on content analyses of websites. The purpose of this study was to research e- communication strategies of DMOs (Destination Marketing/Management Company) that can’t be evaluated just by observing websites ; therefore, a survey was carried out. Regional DMOs in Croatia and in selected competing countries in Europe, 19 in total, formed the population of the study. Only 14 DMOs responded to the survey, which represents its main limitation. The results show that DMOs are rarely involved in sales of destination’s tourism products and more oriented to traditional, offline communication strategies rather than online ; leaving thus, quite a lot of room for improvement in terms of internet marketing tools and techniques used and their optimisation. Highlighting the need for effective management of different communication strategies applied by DMOs in their communication with the public via internet, in order to foster the exchange of destinations’ tourism products on the market is still required.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA