Marketing-communication Channels and Internet Services in Slovenian Travel Agencies

Abstract

This paper presents the results of the empirical study on use of marketingcommunicationćchannels and on use of Internet services among Slovenian travel agencies. The study was completed in November 2005. Using a web applicationas well as self stamped written questionnaire we have conduced surveys among all travel agencies in Slovenia, which arećregistered for the business activity 63.300– travel agencies. We have received 74 completed answers, which represent 29 percent response rate. The surveys’ resultsćshow that Slovenian travel agencies, like Greek and Turkish travel agencies base their marketing-communications efficiency on word-of-mouth followed by various web services. The multivariatećfactor analysis confirms that use of variousćmarketing-communication channels and web contains depend significantly on the size of the travelling agency.