Abstract:

Nowadays, the use of online marketing and online advertising is an indispensable part of any company operating on the Slovak or international market. Online marketing and online advertising are among the most dominant tools for promotion in the field of tourism, as online marketing can not only influence but also change the buying behaviour and consumer buying decisions. The aim of the contribution is the theoretical processing of tourism and internet marketing issues as well as the analysis of the use of selected types of advertising in Slovakia as well as in the foreign market.