Internet Marketing Communication of Destination Management Organizations in Slovakia: The Case Study

Abstract

The case study deals with the examination of internet marketing communication of all Destination Management Organizations (36) in Slovakia. It identifies the current status and outlines the possibilities for its further development. The study applies the results of primary research, gathered during the months of October 2017 to January 2018 and analyzes the ways of internet marketing communication investigated in Destination Management Organizations (DMOs). The study divides them into five categories, which are characterized. The results of the research point to the fact that only 17% of DMOs in Slovakia is currently actively involved in the use of well-known and available internet marketing communication tools. The same share (17%) use these tools sufficiently, with approximately 33% of DMOs are acting poorly and the sites promote weakly, 28% being significantly less active in internet marketing communication, and around 5% are totally inactive, and are not using any internet marketing tools at all. It means that in Slovakia there are still unused opportunities for better promotion of individual regions in the tourism market, which are outlined in the study. It applies theoretical methods of investigation and methods of descriptive statistics.