Intercultural online marketing is an essential element in today’s rapidly developing
and diversifying world. Many fields, including marketing, are not only increasingly
aware of this social and individual need, but are incorporating it into their tools
and methods. A common method for targeted and effective marketing campaigns in tourism
is to ensure that potential customers receive a response that is appropriate to the
cultural background of the target audience. The aim of the present study is to examine
tourism students’ attitudes towards intercultural online marketing in the following
areas: Knowledge in the field of Intercultural Marketing; Stereotypes about potential
customers; How to target potential customers as well as the students; Cross-cultural
knowledge/skills. The research was conducted among students of the Department of Tourism
at the Faculty of Central European Studies of the Constantine the Philosopher University
in Nitra, Slovakia. The questionnaire on which the research was based was completed
by 135 respondents. The results of the survey provide an answer to the research question
about the knowledge and perceptions of the future representatives of the tourism sector.
The results obtained indicate that the extent of experience and knowledge in the field
of intercultural online marketing is not sufficient. These findings have potential
implications for further research to explore strategies for enhancing education and
training programs aimed at bridging the gap in intercultural online marketing proficiency
among future professionals in the tourism sector. Moreover, these findings suggest
a need for collaborative efforts among academia, industry stakeholders, to develop
comprehensive initiatives that address the evolving demands of the tourism industry
in an interconnected world.
