Marketing Communication of SMEs Acting in Creative Tourism

Marketing Communication of SMEs Acting in Creative Tourism

Petra Koudelková (Charles University in Prague, Czech Republic)
Copyright: © 2017 |Pages: 22
DOI: 10.4018/978-1-5225-2016-0.ch005
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The author aims to combine so important firms ‘processes as creating of marketing communication and making creative tourism by small and medium-sized enterprises is. It offers to view of some chosen examples of good practice in Czech SMEs. Marketing plays significant role in business. Unfortunately, SMEs (including many travel agencies) aren´t able to take full advantages of marketing. The author discusses this issue and is looking for possible solutions. In additional the author deals with the patterns of marketing communications in SMEs describe the situation of tourism in Europe and discuss the creative tourism and its role not only for tourism but also for SMEs and national economy.
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Even at the beginning of 20th century, when tourism started being professionally researched, its economic influence on GDP and national economy of a particular country became noticeable. New enterprises have to be deployed to satisfy customers’ needs under the influence of growth in tourism in that time. These customers are one of the main parts of tourism, so-called objects of tourism. The new enterprises are mainly focused on accommodation, traveling, wellness services, entertainment, and other tourists’ services. The main part of these enterprises belongs to the category of Small and Medium Enterprises (SMEs). SMEs represent about 99% of total amount of enterprises in the national economy. When we consider the example of the Czech Republic, SMEs represents 99.84% of all enterprises in 2014. In case we consider a specific situation in the sphere of tourism. The ratio is quite similar – 99.98%. As it is obvious from the ratio provided above, a completion in this field of economy is very high and it is possible to find enterprises which are not able to keep providing services; moreover, these enterprises have to be closed. Generally, one of the biggest problems of SMEs is effective competitiveness. It caused mainly by insufficient financial resources in a particular enterprise. Insufficient financial resources and the unwillingness of entrepreneurs are the main reason why strategic goals of enterprises are correctly not set. Goals are set mostly from month to month instead of setting long-term (strategic) goals; moreover, they are not able to acquire a customer. High-quality sales strategy together with marketing strategy and communication with customers is the real accelerator of whole entrepreneurship. Undoubtedly, a big scale of marketing tools providing high effectiveness is available on the market and SMEs are mostly able to choose from the tools from the low-cost category.

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