PERCEPTION OF THE NECESSITY OF DIGITAL INNOVATIONS APPLICATION AS AN ELEMENT OF HEALTH PROTECTION AND SUSTAINABLE HOSPITALITY SECTOR FUTURE

Hospitality, which suffered a huge blow during the Covid-19 period and had to adapt its operation to pandemic measures, heads for its recovery. Innovation is one of the ways to get out of an unfavourable situation having in mind that health risks can represent a significant factor affecting participation in tourism. The paper specifies the perception of the necessity of digital innovations application as health protection factor and sustainable mean of hospitality sector development. It shows how of tourism participant in domestic condition of Slovak republic perceive the need of their application to hospitality services. Through the questionnaire method it examined opinion of domestic visitors in hospitality and its direction towards the digitization of services in this sphere, and subsequently tested by Mann-Whitney and Kruskall-Wallis tests. The results show that Slovak tourists treat digital innovation in hospitality services as the ones, that are a necessary part of tourism services portfolio. Their specifics can also be defined in terms of health protection. They can act as an element of health protection by eliminating contact among individual tourism participants. At the same time, they also perceive them as a means that tends to keep the hospitality industry alive even in the post-pandemic period.

THE INTERACTION BETWEEN THE MARKETING COMMUNICATIONS AUDIT AND VISITORS IN MUSEUM FACILITIES

Museum facilities are part of an economic environment that is continually developing and subject to hypercompetitive conflicts. Museums must therefore apply adequate modern marketing tools, including marketing communications, which not only have informative and promotional functions, but at the same time enable the management of museum profitability and numbers of visitors to museums. Marketing communications for these institutions therefore represent a critical aspect of museum management. The purpose of this research study is to evaluate the levels of marketing communications to museum visitors for the purpose of acquiring feedback for museum management. At the same time, it is also possible to apply modern auditing techniques to governance and marketing communications management. This is a task undertaken by this research inquiry through experimental CASI interviews on a sample of2,020 museum visitors over a period offour consecutive years and subsequent analyses using R statistical software. The recorded data shows a strong correlation between marketing communications and museum attendance. Based on this data, it has been possible to interactively formulate audit recommendations and a model for a marketing communications optimisation audit approach that can enable mu seum management to manage their marketing communications innovatively. At the same time, the results have also expanded interdisciplinary knowledge of marketing and management.