Internetinio marketingo elementų analizė Lietuvos turizmo informacijos centrų pavyzdžiu

LTStraipsnyje aktualizuojama intemetinio marketingo sąvoka, aptariami internetinio marketingo elementai. Mokslininkai (Kotler, Keller. 2007 ir kt.) pabrėžia, kad internetas marketingo specialistams suteikia didesnes dialogo ir individualizacijos galimybes, [monėms tai reiškia santykių pradžią ir bendravimą su dar didesnėmis vartotojų grupėmis. Straipsnio tikslas - išanalizuoti internetinio marketingo elementus Lietuvos (Vilniaus, Kauno, Klaipėdos, Šiaulių, Panevėžio) turizmo informacijos centrų pavyzdžiu. [Iš leidinio]Reikšminiai žodžiai: Internetinis marketingas; Internetinio marketingo elementai; Turizmo centrai; Internet marketing; Elements of internet marketing; Tourism centres.

ENThe article analyzes the concept of internet marketing, discusses the elements of internet marketing. The scientists (Kotler, Keller, 2007 et al.) emphasize that for the specialists of marketing, internet provides greater possibilities of dialogue and individualization. For the enterprises this means the beginning of relations and communication with even larger groups of consumers. The aim of the article is to analyze the elements of internet marketing under the example of Lithuanian (Vilnius, Kaunas, Klaipėda, Šiauliai, Panevėžys) tourism information centres. Seeking to identify the elements of internet mar keting content analysis had been performed - it is content analysis of generally taken texts, which is performed by using standard measuring, statistical procedures and seeking to get objective characteristics of them. This method refers to statistical evaluation of various characteristics of texts. The internet marketing of tourism information centres of five largest cities of Lithuania (Vilnius, Kaunas Klaipėda, Šiauliai and Panevėžys) is analyzed in the research. While analyzing elements of internet marketing was sought to identify the aspects of advertisement, sale promotion, personal sale, direct marketing and public relations. The results of empirical research have shown that Vilnius tourism information centre uses the most of elements of internet marketing. The website not only looks attractive, but also uses all possibilities provided by the advertisement - promotional banners, links to similar websites, the searches on the internet appear in the first positions, they provide thorough information about the services being provided, present themselves, present possibility for the visitors to communicate with each other and to contact the organization by e-mail.The least of elements of internet marketing are used by Panevėžys tourism information centre. The website lacks for thorough information, visual material, there are too little forms of advertisement, and inter-communication of visitors is unavailable at all. Such weak use of elements of internet marketing shows that enterprise does not allocate enough money for development of the newest technologies and in such way it looses a part of potential users and does not maintain relationships with already existing visitors of the internet website. The elements of sale promotion are not applied in any of the internet websites of tourism information centres being analyzed, as they are non profit organizations and commercial services are not provided through the website. [From the publication]