Reviews on the Internet Marketing Communication of the SPA Tourism Enterprises in Slovakia

Abstract

The aim of the chapter is to examine the importance and use of reviews in the marketing communication of selected spa tourism enterprises on the Internet. The subject of the research are reviews as an important part of the online reputation of spa tourism enterprises and the object of the research is marketing communication on the Internet. The chapter focuses on spas located in Slovakia. The primary sources are the results of a quantitative survey conducted by standardized observation of the websites and profiles of all spa tourism enterprises in Slovakia under study on the social networks Facebook, Instagram, and YouTube based on predetermined criteria. At the same time, the results of the primary survey are conducted by the method of questioning using the technique of structured interviews. The chapter uses theoretical research methods such as analysis and synthesis, induction and deduction, and generalization. The chapter presents the results of qualitative research using the Sankey diagram, processed by Atlas.ti software. The results of the research point to the fact that spa tourism enterprises in Slovakia use their own websites and social networks to communicate in the online environment, where they monitor both positive and negative reviews. However, they often do not work with reviews systematically enough and do not make use of standardized procedures and available technologies that would enable them to manage their online reputation more effectively.

Citation

Marčeková, R., Šebová, L. and Malachovský, A. (2023), "Reviews on the Internet Marketing Communication of the SPA Tourism Enterprises in Slovakia", Rialti, R., Kvítková, Z. and Makovník, T. (Ed.) Online Reputation Management in Destination and Hospitality, Emerald Publishing Limited, Leeds, pp. 175-194. https://doi.org/10.1108/978-1-80382-375-120231010