Strategic Approach of the Tourism Companies to the Implementation of Marketing Communication
Journal Title: Journal of Tourism and Services - Year 2011, Vol 2, Issue 3
Abstract
Practical and effective marketing communication that is based on the implementation of optimal communication mix within the chosen communication strategy can for the companies nowadays represent one of the most important sources of their competition advantage on the market. Communication strategy helps the tourism companies address, win, but also maintain the set target groups of customers and so distinctly contributes to the fulfilment of their marketing or broader company strategy. The aim of this article is to explain the theoretic approaches of experts to the process of creating the communication strategy of tourism companies, to interpret the typology of communication strategies of tourism companies as well as present the results of empirical survey performed in selected tourism companies from Liptov region.
Authors and Affiliations
Viera Frianová
Keywords
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- EP ID EP171948
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