Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic

@inproceedings{74607,
   author = {Janáková, Milena and Botlíková, Milena and Botlík, Josef},
   address = {Bratislava},
   booktitle = {24st International Scientific Conference "International Relations 2023: Current Issues of World Economy and Politics"},
   editor = {Lipková, Ľ., Kováčová, E., Grigelová, P.},
   keywords = {CRM; Cultural Heritage; social network; Czech Republic; eWoM;},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Bratislava},
   isbn = {978-80-225-5128-1},
   pages = {196-205},
   publisher = {Ekonomická univerzita v Bratislavě},
   title = {Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic},
   url = {https://fmv.euba.sk/veda-a-vyskum/konferencie/aktualne-konferencie/796-medzinarodne-vztahy-2023-aktualne-otazky-svetovej-ekonomiky-a-politiky-international-relations-2023-current-issues-in-world-economy-and-politics},
   year = {2023}
}

TY  - JOUR
ID  - 74607
AU  - Janáková, Milena - Botlíková, Milena - Botlík, Josef
PY  - 2023
TI  - Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic
PB  - Ekonomická univerzita v Bratislavě
CY  - Bratislava
SN  - 9788022551281
KW  - CRM
KW  - Cultural Heritage
KW  - social network
KW  - Czech Republic
KW  - eWoM;
UR  - https://fmv.euba.sk/veda-a-vyskum/konferencie/aktualne-konferencie/796-medzinarodne-vztahy-2023-aktualne-otazky-svetovej-ekonomiky-a-politiky-international-relations-2023-current-issues-in-world-economy-and-politics
N2  - Today, in the global market for cultural tourism and the growing interest in the demand for historical knowledge, it is necessary to build effective communication channels. The aim of this article is to evaluate the level of use of CRM tools in castle buildings. A total of 123 state and private and state castle objects were analysed, and three groups of communication activity "communication-proficient", "communication-average" and "communication-underdeveloped" cultural heritage were created on the basis of multi-criteria analysis. The difference in the degree of involvement of eCRM was caused mainly by review activity on review portals and activity on Facebook. Using multi-criteria point analysis, it was found that heavily visited castles of transnational character or monuments inscribed on the World Heritage List are among the most communicatively competent.
ER  - 

JANÁKOVÁ, Milena, Milena BOTLÍKOVÁ a Josef BOTLÍK. Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic. Online. In Lipková, Ľ., Kováčová, E., Grigelová, P. \textit{24st International Scientific Conference ''International Relations 2023: Current Issues of World Economy and Politics''}. Bratislava: Ekonomická univerzita v Bratislavě, 2023, s.~196-205. ISBN~978-80-225-5128-1.