Detailed Information on Publication Record
2023
Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic
JANÁKOVÁ, Milena, Milena BOTLÍKOVÁ and Josef BOTLÍKBasic information
Original name
Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic
Authors
JANÁKOVÁ, Milena (203 Czech Republic, belonging to the institution), Milena BOTLÍKOVÁ (203 Czech Republic, guarantor) and Josef BOTLÍK (203 Czech Republic, belonging to the institution)
Edition
Bratislava, 24st International Scientific Conference "International Relations 2023: Current Issues of World Economy and Politics" p. 196-205, 10 pp. 2023
Publisher
Ekonomická univerzita v Bratislavě
Other information
Language
English
Type of outcome
Stať ve sborníku
Field of Study
50802 Media and socio-cultural communication
Country of publisher
Slovakia
Confidentiality degree
není předmětem státního či obchodního tajemství
Publication form
electronic version available online
References:
RIV identification code
RIV/47813059:19520/23:A0000419
Organization unit
School of Business Administration in Karvina
ISBN
978-80-225-5128-1
ISSN
Keywords in English
CRM; Cultural Heritage; social network; Czech Republic; eWoM;
Tags
International impact, Reviewed
Změněno: 1/4/2024 21:40, Miroslava Snopková
Abstract
V originále
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.