k 2023

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

BOTLÍKOVÁ, Milena

Basic information

Original name

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

Authors

BOTLÍKOVÁ, Milena

Edition

24st International Scientific Conference "International Relations 2023: Current Issues of World Economy and Politics" 2023

Other information

Language

English

Type of outcome

Prezentace na konferencích

Field of Study

50802 Media and socio-cultural communication

Country of publisher

Slovakia

Confidentiality degree

není předmětem státního či obchodního tajemství

Organization unit

School of Business Administration in Karvina

ISBN

978-80-225-5128-1

Keywords in English

CRM, Cultural Heritage, social network, Czech Republic, eWoM

Tags

International impact, Reviewed

Links

SGS24/2023, research and development project.
Změněno: 30/1/2024 08:02, Ing. Milena Botlíková, Ph.D.

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.