Marketing of tourism business and utilisation of the Internet

Taskov, Nako and Boskov, Tatjana and Metodijeski, Dejan (2011) Marketing of tourism business and utilisation of the Internet. In: 7th International May Conference for Strategic Management, 27-28 May 2011, Zajecar, Serbia.

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Abstract

The potential benefits of using the Internet as a marketing tool in the tourism industry have been already perceived. These benefits include cost-savings, speed, accessibility, communication of large volumes of information, customer convenience, improved customer relationship management, improved target marketing, and a world-wide reach for smallest tourism business. In this way, the Internet is tool which may assist small businesses in both their global and domestic marketing. Having a network of effective alliances, a high level of owner-manager involvement in the Internet marketing strategy, clear owner-manager vision are important to the successful use of the Internet for the marketing of small tourism businesses. So, development of small business becomes an attractive focus area in addressing the problems of unemployment, low economic growth and the subsequent negative impact on social development in general. But also important subject for discussion is one of the fastest growing sectors of the tourism business-nature-orienced tourism or rural tourism with essential concept to attract investment. The customer orientation dimension facilitates the collection of information about customers as well as organisational learning, which is crucial during the planning and implementation of Internet marketing. A lot of results indicate that a network of effective alliances, the existence of a product champion in the business, and appreciation by the ownermanager of the broader business implications surrounding the implementation of the Internet for marketing, are important to the successful use of the Internet for the marketing of tourism services. Approach of the ownermanager also increase the importance of a market orientation as an important attribute for business success.

Item Type: Conference or Workshop Item (Paper)
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Tourism and Business Logistics
Depositing User: Tatjana Boskov
Date Deposited: 12 Nov 2014 13:39
Last Modified: 12 Nov 2014 13:39
URI: http://eprints.ugd.edu.mk/id/eprint/11312

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