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Author(s): Jan Tluchoř, Petr Janeček, Martina Rymusová

Title: Qualitative evaluation of chosen online and offline communication means towards visitors of a selected city

Source: International Scientific Days 2016. The Agri-Food Value Chain: Challenges for Natural Resources Management and Society

Document Type: Scientific paper

ISBN: 978-80-552-1503-7


Publisher: Slovak University of Agriculture in Nitra

PY, pages: 2016, 885-892

Published on-line: 2016-06-24

Language: eng

Abstract: Currently not only companies, but also cities, destinations or regions face the challenge of use of new technology in communication with their customers. This paper examines few chosen online and offline communication means (brochures, webpage) of a selected city (Plzen, Czech Republic) with help of simple qualitative research approaches, including research with help of an eye tracker. Authors also compared the webpage of the city with two other cities within Czech Republic. The means of communications were analysed with following focus: technical processing, content and design (marketing value). The authors revealed some positives, but also some imperfections, e.g. in newsletter, content filters in the communication of the city.

Keywords: city, communication, eye tracking, evaluation, tourism, visitor

JEL Classification: H11, L83, L86, M31, Z33

Rights: Open Access :: Creative Commons Attribution 4.0 Licence
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution 4.0 International License.