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Hodnotenie účinnosti nástrojov marketingovej komunikácie Slovenskej agentúry pre cestovný ruch
Title Hodnotenie účinnosti nástrojov marketingovej komunikácie Slovenskej agentúry pre cestovný ruch Par.title Evaluation of the effectiveness of marketing communication of the Slovak tourist board Author info Jana Kučerová, Ivana Vala Magátová Author Kučerová Jana 1955-2022 (50%) UMBEF01 - Katedra cestovného ruchu
Co-authors Vala Magátová Ivana (50%)
Source document Studia Turistica : online časopis pro vzdělávaní v cestovním ruchu. Roč. 9, č. 2 (2018), s. 18-26. - Jihlava : Vysoká škola polytechnická v Jihlavě, 2018 Keywords marketingová komunikácia - communication in marketing - marketing communication cestovný ruch - turizmus - tourism efektívna komunikácia - effective communication Headings Geogr. Slovensko Form. Descr. články - journal articles Language Slovak Country Czech Republic systematics 334 Annotation 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. Public work category ADE No. of Archival Copy 44328 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ References PERIODIKÁ-Súborný záznam periodika 
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Number of the records: 1