University of Zilina, Faculty of Operations and Transport of Economics and Communications, Univerzitna 8215/1 Zilina, Slovakia
2nd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2018 – Graz, Austria, November 8, 2018, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-13-4
The purpose of the contribution is to measure and evaluate the efficiency of communication tools on the principle of data envelopment analysis (DEA) in Slovak hotels. The first part of this contribution describes the importance of tourism in the conditions of the Slovak Republic and the theoretical and conceptual definition of the data envelopment analysis method, whose main objective is the evaluation of the effectiveness of decision-making units. The communication tools used in the communication between the Slovak hotels and their guests are used for the needs of the decision making units. Data on input and output variables were obtained from the Ministry of Transport and Construction of the Slovak Republic, the Union of Hotels and Restaurants of the Slovak Republic, and a marketing survey of the completed questionnaire forms. The second part of the contribution evaluates the effectiveness of the communication forms in question on the principle of the DEA method of input-oriented models in order to minimize expenses related to the realization of marketing communication in the hotel industry. Appropriate efficiency calculations for the communication tools in question were performed using the DEA Excel Solver, a simple application that uses the internal excellence solver to solve optimization tasks. Depending on the application of the DEA methods, effective and inefficient communication tools were identified, followed by a process leading to the optimization of the communication portfolio in the hotel industry.
Marketing communication, data envelopment analysis, efficiency, tourism sector in Slovakia
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