2/2020 (Volume 12)
Abstract: The importance of relationship marketing in tourism is to some extent confirmed by the rapid expansion of scientific papers in this area. The primary aim of the presented study was to point to the scientific development of relationship marketing in relation to tourism until 2018. The analysis contained data from the Web of Science (WOS) Core Collection and compared 1565 scientific outputs. A bibliometric analysis based on the neural network principle was used to achieve the main aim. The bibliometric analysis and its graphical presentation can help researchers and experts better understand the current state of knowledge in the scientific field. Several authors clearly emphasized activities supporting the development of relationship marketing in tourism with regard to the demonstrable positive impact on this segment. The results of the analysis primarily pointed out that scientific theory focuses mostly on areas such as “tourism”, “influence”, “model”, “behaviour”, “network”, “experience”, “attitudes”. As secondary outputs of the analysis, we can include an examination of the origin of studies on the analysed issue from several perspectives.
Keywords: Tourism. Relationships marketing. Bibliometrics. Web of Science.
Abstract: The aim of the paper was to examine the differences between assessing the attributes of neuromarketing and customer education. The attributes "store information", "seller information" and "product information" were examined in terms of respondents' highest level of education. Data were obtained by the questionnaire method according to the Neuromarketing methodology. The established hypotheses were verified on a sample of 190 respondents through statistical analysis in the IBM SPSS statistical program. The established hypothesis was confirmed. The sample of respondents showed statistically significant differences in all three examined attributes of neuromarketing (store, product, seller) in terms of the highest achieved education of the customer.
Keywords: Customer education. Neuromarketing. Product. Seller. Store.
Abstract: The main aim of the paper is to quantify the impact of the specialization rate calculated on the basis of the Michael Index on the volume of realized cross-border mergers and acquisitions in the target countries of the European area in the monitored period 1998- 2015. This paper focuses on the degree of specialization (Michaelyho index), which is defined as the difference between the proportion of the studied commodity groups in the total national exports and the share of commodity groups surveyed in the national import. Over the reporting period 1998-2015, countries such as Bulgaria, Greece, Hungary, the Slovak Republic and Cyprus have achieved an average degree of specialization in the manufacturing and service sectors, where the business environment has been gradually improving.
Keywords: Competitiveness, export, import, Michaely index, cross-border mergers and acquisitions.
Abstract: The main goal of the paper is to quantify the impact of the degree of specialization calculated on the basis of the Michael index on the volume of cross-border mergers and acquisitions in the source countries of the European area in the period 1998-2015. The paper focuses on the degree of specialization (Michael's index), which is defined as the difference between the share of the surveyed commodity group in total national exports and the share of the surveyed commodity group in national imports. In the period 1998-2015, countries such as Belgium, Cyprus, Finland, and Greece achieved an average level of specialization in the manufacturing and services sectors, with a gradually improving business environment.
Keywords: Export, import, Michaely index, cross-border mergers and acquisitions
Abstract: The main objective of this article was to evaluate the impact of historical events on the visit rate of Bardejov Spa in various periods of its development (in the years of 1814–2016). The collection of information on clients' spa visits, especially the oldest data, was difficult (19th century and 1st and 2nd World War). Much information was available only in the State Archive of the Ministry of the Interior of the Slovak Republic in Hungarian and Latin. The paper summarizes the history of the spa, natural medical sources, spa treatment and indications. At present, the number of guests has an increasing trend, as evidenced by the visit rate for 2016, as well as by current data for 2017. In 2017, there were 27,170 clients. In 2018, Bardejov Spa reached a pick of the visit rate with 31,011 clients. The main clients are the Slovaks, about 90%.
Keywords: Slovak Spa, Bardejov Spa, visit rate, spa tourism, spa treatment.
Abstract: The paper focuses on the analysis of the corporate bankruptcy prediction using selected statistical multidimensional methods. Existing multidimensional methods are a suitable tool for predicting the bankruptcy of companies, for their graphical representation in space, the identification of clusters of companies with the same bankruptcy preconditions, as well as the identification of bankruptcy factors. The research was carried out on a sample of 343 heat management companies in Slovakia. All of these companies operate local district heating systems. Within this group, there are companies that have a monopoly position in a given geographical area. Of the multidimensional methods, the Principal Component Analysis (PCA) method and the Multidimensional Scaling (MDS) method were used. The resulting graphical representation of both methods yielded significant results. The paper identified the main factors in predicting bankruptcy. It has been found that it is possible to predict bankruptcy of the analyzed sample of companies using three main factors that capture 70% of the information from the applied indicators. It follows that it is not necessary to apply a large number of indicators to reveal the financial situation of companies. In addition, similar characteristics of enterprises make it easier to predict bankruptcy in larger samples.
Keywords: Bankruptcy, Multidimensional Scaling, Prediction, Principal Component Analysis.
Abstract: This study deals with tourist satisfaction in the destinations of Spiš region (High Tatras, Pieniny and Slovak Paradise). The main aim is to examine how destinations differ mutually based on individual satisfactory attributes including services and various types of facilities and other characteristics of destination. Respondents evaluated their satisfaction on 5 point scale and after that data was analyzed by correspondence analysis. We found out there are some differences between destinations, however they offer diverse type of experiences for visitors. Even when High Tatras are obviously better in many ways, this destination is considered more commercialized with higher prices, otherwise it is well known in abroad as well. Pieniny and Slovak Paradise destinations have a huge potential to provide amazing experiences too, but better infrastructure construction would help.
Keywords: High Tatras; Slovak Paradise; Pieniny; destination image; correspondence analysis.