Abstract:

Today, marketing management represents a responsibility for the fact that all business activities performed in the market environment are oriented on business objectives and aimed at achieving an agreement in the issue of satisfying the needs of target markets, which implies a responsiveness to market needs, understood in an effective and profit-oriented manner. An integral part of marketing activities is marketing communication as an instrument organizations use to achieve a relatively large amount of defined objectives. Marketing communication applied as a combination of currently used communication mix instruments plays an important role in the processes of affecting purchase decisions of the consuming public. Since we live in a modern and constantly changing society, it is important to be interested in information communication technologies, as presently move the world. In addition, online marketing and social media are part of these technologies. Our article is focusing on the issue of present marketing and online marketing activities of travel agencies in Slovakia. In first part of an article, we talk about the general definitions of marketing, online marketing, marketing activities, social media, web 2.0 and travel agencies and then we mention the main and the most used marketing and online marketing activities. In the second part of article, we analyze the situation of the biggest travel agencies in Slovakia in this field. In the end of our article, we discuss about possible changes or improvements, which we recommend doing in future for travel agencies and in general for companies which want to be successful in their marketing and online marketing activities.