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

@proceedings{77142,
   author = {Botlíková, Milena},
   booktitle = {24st International Scientific Conference "International Relations 2023: Current Issues of World Economy and Politics"},
   keywords = {CRM, Cultural Heritage, social network, Czech Republic, eWoM},
   language = {eng},
   isbn = {978-80-225-5128-1},
   title = {Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic.},
   year = {2023}
}

TY  - CONF
ID  - 77142
AU  - Botlíková, Milena
PY  - 2023
TI  - Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic.
SN  - 9788022551281
KW  - CRM, Cultural Heritage, social network, Czech Republic, eWoM
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  - 

BOTLÍKOVÁ, Milena. Use of CRM Tools in Communication Strategies of Cultural Tourism in the Czech Republic. In \textit{24st International Scientific Conference ''International Relations 2023: Current Issues of World Economy and Politics''}. 2023. ISBN~978-80-225-5128-1.