The application of online marketing tools in marketing communication of the entities with the tourism offer in 2020 in Slovakia

Abstract This article discusses the situation on the online tourism market in Slovakia in 2020 and it focuses on the utilization of effective online marketing channels in the online environment during the year of pandemic. The utilization rate of selected online marketing channels has been identified and clearly described and compared according to the detailed content analysis and observation of the marketing approaches of analyzed entities with the tourism offer in Slovakia. The areas that the article focuses on the most are web pages, SEO, marketing on social media: Facebook and Instagram. As well as on the other factors influencing tourists’ behavior directly or indirectly, where it is possible to include online WOM, blogging, vlogging, and mainly influencer marketing as well as online PR.