Innovations in Marketing Communication in the Hospitality Business in Slovakia During the COVID-19 Pandemic

IF 1.2 Q4 MANAGEMENT Marketing and Management of Innovations Pub Date : 2023-01-01 DOI:10.21272/mmi.2023.3-20
Marcel Lincenyi, Katarina Svejnova Hoesova, Michal Fabus
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Abstract

The main purpose of the article was to describe selected factors of hotel business in the Slovak Republic in the years 2001 to 2020 and identify the economic impacts of measures related to the pandemic crisis COVID-19 in 2020. At the same time through selected marketing tools. Paper is also focused on innovative marketing tools used in the hotel business during a pandemic time and their impact on business effectiveness. To analyze the situation in the hotel business in the Slovak Republic, we used a statistical method of comparison within the period under study. To obtain qualified answers to the stated research goals and subsequent research questions, we statistically processed available data on the number of domestic and foreign visitors, as well as the capacity of accommodation facilities in the monitored period. Subsequently, we carried out research in the hotel sector using the method of controlled structured interviews. The results were processed through exploratory factor analysis, based on which we were able to evaluate marketing tools with the most significant impact on efficiency in the hotel business in the Slovak Republic. The measures taken in connection with the coronavirus COVID-19 caused significant economic impacts on the hotel business in the Slovak Republic, as in 2020 the number of foreign visitors dropped to 20-year lows. The analysis of the environment in the hotel business for the period under study showed that the impact of measures within the COVID-19 pandemic had a significant impact on the number of visitors, the amount of revenues and the number of accommodation facilities. The research of structured interviews with accommodation facility managers showed that the use or non-use of marketing activities (websites, PPC advertising, social media) had a significant effect on the reduction of revenues. The findings of the analysis of the environment clearly show that the relaxation of the economic measures in the summer of 2020 increased the number of domestic visitors to a higher level than in the same period in 2019, but there was no increase in the number of foreign visitors. We can state that if the epidemic comes under control, there will be a massive increase in the number of visitors and thus an increase in revenues. In case, that Slovak hotel managers would use innovative marketing tools more in the future when communicating with potential customers, it is highly probable that their potential losses would be lower in the next crisis.
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2019冠状病毒病大流行期间斯洛伐克酒店业营销传播创新
本文的主要目的是描述2001年至2020年斯洛伐克共和国酒店业务的选定因素,并确定与2020年COVID-19大流行危机相关措施的经济影响。同时通过选择营销手段。论文还侧重于疫情期间酒店业务中使用的创新营销工具及其对业务有效性的影响。为了分析斯洛伐克共和国酒店业务的情况,我们在研究期间使用了统计比较方法。为了获得既定研究目标和后续研究问题的合格答案,我们统计处理了有关国内外游客数量以及监测期间住宿设施容量的现有数据。随后,我们使用控制结构化访谈的方法在酒店部门进行了研究。结果通过探索性因素分析进行处理,在此基础上,我们能够评估对斯洛伐克共和国酒店业务效率影响最大的营销工具。为应对冠状病毒COVID-19而采取的措施对斯洛伐克共和国的酒店业造成了重大经济影响,因为2020年外国游客人数降至20年来的最低水平。对研究期间酒店业务环境的分析表明,在COVID-19大流行期间采取的措施对游客数量、收入数额和住宿设施数量产生了重大影响。对住宿设施管理人员的结构化访谈研究表明,使用或不使用营销活动(网站、点击付费广告、社交媒体)对收入的减少有显著影响。环境分析的结果清楚地表明,2020年夏季经济措施的放松使国内游客数量比2019年同期增加了一个更高的水平,但外国游客数量没有增加。我们可以说,如果疫情得到控制,游客人数将大幅增加,从而增加收入。如果斯洛伐克的酒店管理者在未来与潜在客户沟通时更多地使用创新的营销工具,那么在下一次危机中,他们的潜在损失很可能会降低。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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