Invention of product and communication in tourism enterprises

Abstract

Purpose - the tourism sector is faced with the great challenges posed by globalization, technological development, shrinking geographical distances, faster transport options, etc. There is also a strong pressure on innovation in this area to expand and improve not only product but also communication policy. The aim of the paper is to highlight the importance of product innovation and to evaluate tourism communication and its transfer to practice, which results in the company's sustainability in a competitive market. Design/methodology/approach - the goal of the contribution was met by two partial goals. The object of the survey was a travel agency with an important position on the Slovak market. The time period was the period of 2012-2018. Several quantitative and qualitative processing methods were used in the thesis, namely group interview, questionnaire survey, Delphic method, Likert scale, comparative method. We worked with the three expert groups on the Delphi method. For the sake of comprehensive knowledge, the tourism market research was carried out by both supply and demand. Findings - there is a change in foreign tourism products from last minute to first minute, to the preference of domestic holidays due to the negative effects of tourism from several areas, most political. Research limitations/implications - the results of the phenomenon examined can be generalized marginally. Since the qualitative data would be appropriate to supplement basic economic data, which is sensitive to the legal form and ownership of the object under investigation. The investigated object operates in the private sphere and did not provide all the data that would assist in wider research and deeper understanding of the subject under consideration. Practical implications - the results have indicated that targeted work with the structure and scope of tourism products, communication tools used by the enterprise can lead to sustainability, positive image creation or prestige. Originality/Value - the results reported in the contribution are the results of field research, obtained and compared, with the relevance of the data being highlighted by identical unchanged entities operating this activity, established on a long-term basis in the tourism market. Keywords: product in tourism, communication in tourism, levels of product. Research type: research paper. JEL classification: Z32