Digitalno marketinško komuniciranje v turizmu

magistrsko delo

Tajana Turk (Author), Bruno Završnik (Mentor)

Abstract

Digitalni marketing je v današnjem svetu skoraj nepogrešljiv v vsakem podjetju. Tako internet kot uporaba družbenih omrežij sta v zadnjih letih med nami močno narasla. Dejstvo je, da se nahajamo v največjem vzponu digitalne dobe in transformacije. Kam nas bo to pripeljalo in kako daleč se bo vse skupaj razvilo, zaenkrat ostaja še skrivnost. V tem času razcveta digitala pa za podjetja to predstavlja veliko priložnosti. Digitalni marketing uporablja že skoraj vsako podjetje do tiste mere, kot ga poznajo oz. koliko se informirajo o njem. Nekatera podjetja, predvsem manjša, pa gledajo nanj predvsem iz vidika stroškov in mu posvečajo nekoliko manj pozornosti. Večja podjetja, ki se pa poglobijo vanj, spoznajo, da vsebuje veliko več koristnih informacij kot samo stroške, in pridobijo veliko podatkov o uporabnikih in bodočih zvestih kupcih. Nekatera podjetja so veliko pridobila na podlagi digitala, predvsem nove uporabnike, ki se odločajo za nakup in s tem prispevajo k boljšim rezultatom podjetja. Gre predvsem za poznavanje in razumevanje potrošnika in njegovega obnašanja od samega začetka iskanja informacije do končnega nakupa, se pravi spoznamo njegovo celotno nakupno izkušnjo. V magistrski nalogi bomo predstavili razvoj digitalnega marketinškega komuniciranja ter raziskali, kateri so elementi in aktivnosti na tem področju. Spoznali bomo, preko katerih digitalnih marketinških kanalov podjetja komunicirajo in ali bo v prihodnosti digitalni marketing v celoti nadomestil tradicionalni marketing. Raziskali bomo, kako se eno najuspešnejših turističnih podjetij v Sloveniji sooča s tem oz. kako uspešni so na področju digitalnega marketinškega komuniciranja. Spoznali bomo, katera so tista družbena omrežja, ki podjetju prispevajo največ ter kakšne so napovedi in plani za uspešno digitalno pozicijo na trgu.

Keywords

marketinško komuniciranje;digitalni marketing;turizem;internet;družbena omrežja;uporabniki;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Turk]
UDC:	659.3(043.2)
COBISS:	13354780
Views:	886
Downloads:	239
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Digital marketing communication in tourism
Secondary abstract:	Todays' vital part of every sucessful company is digital marketing. Usage of internet and social networks are in steady growth. Undeniable fact is, that we are in the middle of the biggest rising of digital era. Where will it bring us and how far will it develope is still questionable and mystery. Digital marketings' big boom is also companies' exceptional opportunity and it's used by almost every company, small companies still sees it mostly as a cost, but big one, which are mastering at it, know that it contains far more informations about their users and clients. They are able to getting new clients with it, which contributes to better business sales. It's all about knowing and understanding client and his behaviour from the very beggining of looking for information, to final checkout, it's all about user experience. In masters degree, we will present digital marketing communication development and explore it's core elements and activity. We will find out in which digital channels companies communicate and if digital marketing is about to replace traditional marketing. We will research how Slovenian most sucessful travel company is coping with it and their sucess in digital marketing communication. We will find out, which are companies' most profitable social channels and forecast and plans for sucessful digital position on market.
Secondary keywords:	marketing communication;digital marketing;digital marketing communication;digital marketing channels;Kompas d.d.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	76 str.
ID:	11104649