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  • 标题:Importance of digital communication channels for tourism providers in holiday regions
  • 本地全文:下载
  • 作者:Christian ENZ ; Dagmar ŠKODOVÁ PARMOVÁ
  • 期刊名称:DETUROPE
  • 电子版ISSN:1821-2506
  • 出版年度:2020
  • 卷号:12
  • 期号:2
  • 页码:140-165
  • 语种:English
  • 出版社:Dru拧tvo za Regionalne Nauke
  • 摘要:This paper deals with the importance of print products in SME corporate communications. To this end, the interest of customers of a German tour operator belonging to the SME in printed travel literature is analyzed. For this purpose, two independent samples with n=1,500 each are examined. An influence of the characteristics age, gender, place of residence can be proven. In each case, the influence is of medium strength. Logistic regression is then used to try to explain better the consumption of printed travel literature. In addition, the economic importance of a customer, which was determined during a customer segmentation, is included. It becomes clear that the place of residence with age and customer segment are of particular importance. This shows that print cannot be dispensed with in corporate communications in certain target groups. It also becomes clear that optimal coordination of corporate communications can be developed into a competitive advantage for SMEs. Namely, when a target group that differs from the overall population is reached more efficiently than by national or international competitors.
  • 关键词:SME;Marketing;Communications;Tourism
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