Chosen mobile marketing tools of tour operators

This paper deals with the potential for use of mobile marketing and its instruments at tour operators in the Czech Republic. The aim of this work was to become familiar with the modern instruments of mobile marketing and analyze the current state of usage of this type of marketing on the level of tour operators in the Czech Republic. The main tool for finding out this state was a survey shared with selected tour operators. This survey was aimed at identifying the tools used by tour operators, for which objectives were these tools used and with which resultes. The second step of the survey consisted of analyzing the current state of website optimization of individual travel agencies with the online tool from Google. The goal of this step was to find out which tour operators have a mobile-friendly website and what type of optimization are they using