Model Of Optimization Of Dmos' Marketing Communication Via Internet

Iva Slivar Tiganj, Dina Lončarić
2013 Zenodo  
The main goal of this paper is to propose a model of optimization of DMOs' marketing communication via internet. In this context, special attention is paid on measuring and optimizing communication strategies of DMO-s and linking the effects of campaigns carried out by the DMO with business results of tourism products providers. The proposed model of optimization contributes to the important task of DMOs: justifying to stakeholders the spent of budget by proving return on investment in
more » ... estment in marketing communications with the market regardless of their involvement in sales. The model takes into account the classic premise of cooperation between DMOs and tourism providers, all with the goal of fostering economic exchanges of tourism products on the market.
doi:10.5281/zenodo.41838 fatcat:l3cros3psnbhbaj4m25fgvesoe