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POSSIBILITIES OF UTILISING VIRTUAL MARKET IN TOURISM SPHERE
Abstract
Communication in tourism sphere is very important. We can say that communication affects tourism as it is. Informational technology in recent years hit every area of business and influenced the use of marketing tools in the field of tourism as well. In the era of information society the information have character of power supply. Internet communication is essential to the success of any company, organization, destinations, but also of each individual. Timely and relevant information help to obtain a significant competitive advantage. Time savings of electronic communication, customer responsiveness and use of complex services delivers time and cost advantages. Paper focuses on use of the chosen possibilities in virtual market of small and medium-sized enterprises in tourism from the perspective of the consumer. The aim of this paper is to point out the possibility of the impact of the Internet and social networks on the purchasing behaviour of Slovak consumers in tourism sphere. The research was carried out on the basis of a questionnaire as main tools. The selection of respondents was non-random and focused to Slovak respondents as consumers in mentioned sphere. To detect differences among multiple groups' comparisons more statistical methods were used. Internet and social networks are the most recent period an essential part of small and medium enterprises in tourism, but also for consumers. The competitiveness of SMEs in the field of tourism in Slovak as well as the world market grows very fast. For this reason the internet and social networking in tourism plays very important role. Internet and social networks can equally affect buying behaviour and purchasing decisions of consumers in tourism.
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