Naslov
Innovative digital marketing of SME hotels

Autori
Floričić, Tamara

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

Izvornik
"Innovation, management, entrepreneurship and corporate sustainability" / Lukeš, Martin ; Mísař, Jan ; Mareš, Jan ; Dvouletý, Ondrej ; Špaček, Miroslav ; Svobodová, Ivana - Prag : University of Economics, VŠE Prague, Chech Republic, 2016, 189-203

ISBN
978-80-245-2153-4

Skup
IMECS 2016 - Innovation, management, entrepreneurship and corporate sustainability

Mjesto i datum
Prag, Češka Republika, 26.05.2016. - 27.05.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
innovation, social media, SME hotels, digital marketing, competitiveness

Sažetak
State of the art – Digital marketing enters into all the spheres of marketing positioning in the hotel industry. As opposed to large hotel companies, small and medium-sized hotels are in a more disadvantageous position with respect to the size of marketing budgets ; they, however, find new strength in proactive and dynamic tools of the e-placements. They include search engine optimisation (SEO), search engine marketing (SEM), Meta Search, dynamic rate marketing (DRM), email marketing, as well as a strong social presence. Description of research sample – For the purposes of achieving a synergic conclusion, the research was conducted on two levels: stakeholders - researched hotels and implemented digital marketing tools and market – tourists’ response to recognition of the said tools. Research methods – the methodology used includes quantitative, statistical and qualitative research methods, which include interview and creative thinking techniques. Findings and outcomes of the research – The research results point to a recommendation for the implementation of an optimal mix of digital marketing components for the purposes of realisation of results and return on investment. Application in practice - Conclusions and recommendations are implicative and represent a new potential for application in practice, as well as a support for new market recognisability and competitiveness.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Conference proceedings indexed in: Thomson Reuters, WOS, CPCI

POVEZANOST RADA