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: | https://eprints.ugd.edu.mk/id/eprint/11312 |
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