JANÁKOVÁ, Milena, Milena BOTLÍKOVÁ and Josef BOTLÍK. Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic. Online. In Lipková, Ľ., Kováčová, E., Grigelová, P. 24st International Scientific Conference "International Relations 2023: Current Issues of World Economy and Politics". Bratislava: Ekonomická univerzita v Bratislavě, 2023, p. 196-205. ISBN 978-80-225-5128-1.
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Basic 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
Original language English
Type of outcome Proceedings paper
Field of Study 50802 Media and socio-cultural communication
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
RIV identification code RIV/47813059:19520/23:A0000419
Organization unit School of Business Administration in Karvina
ISBN 978-80-225-5128-1
ISSN 2585-9412
Keywords in English CRM; Cultural Heritage; social network; Czech Republic; eWoM;
Tags International impact, Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 1/4/2024 21:40.
Abstract
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.
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