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AAK - Acta academica karviniensia

číslo 2017/2
CREATION OF PROMOTIONAL MATERIALS IN TRAVEL AGENCIES WITH FOCUS ON MODERN TOOLS OF MARKETING COMMUNICATION
[Tvorba propagačních materiálů v cestovních kancelářích se zaměřením na moderní nástroje marketingové komunikace]
ISSN:
1212-415X (Print)
2533-7610 (Online)
Year [Rok]:
2017
Volume [Ročník]:
XVII
Issue [Číslo]:
2
Authors [Autoři]:
Lena Malačka, Martin Přibyl, Milan Křápek
Abstract [Abstrakt]:
The article is looking for a suitable statistical model that would conclusively answered the question, how are travel agencies and vendor-agencies created promotional materials. Responses to this question were obtained using advanced statistical methods. The authors faced the problem of how suitable model, which would have an adequate audit trail, choose. Linear regression with artificial transformation was elected which included the partial indicators of the size of offices and agencies. Using this variable, then the question of whether there is a linear relationship between who form the materials and sizes of office.
Keywords [Klíčová slova]:
linear regression, promotion, promotional materials, research, travel agency, tourism.
JEL classification [JEL klasifikace]:
M31
Page range [Rozpětí stran]:
40 - 49
Full version [Plná verze]: