THE IMPORTANCE OF ONLINE PROMOTION FOR TOURISM SMES

Abstract

This paper aims to emphasize the importance of online promotion for small and medium-sized enterprises (SMEs) operating in the hospitality sector. There are several online promotion tools available to tourism SMEs. We review first the main characteristics of the most common tools. Then, we outline the research method of a marketing study conducted on owners of touristic pensions in Brasov County, Romania. The results of the research provide interesting insights about the attitude and behaviour of owners of pensions regarding the importance of online promotion, the budget they are willing to spend on such an activity and the most important practices they engage in, considering advertising on the web. The results of the research enable us to draw several conclusions and formulate some recommendations about the ways touristic pensions should be promoted.

Keywords

• tourism, SMEs, internet, online promotion.