Marketing on the level of public administration and local government is becoming to be more important in last years. This thesis deals with one of the area of marketing, specifically destination marketing. In the Czech Republic, destination marketing is implemented at several levels -- national, regional and local. Attention in this thesis is devoted mainly to the regional level of destination marketing. The first part provides with a theoretical basis for this issue and explain concept of "destination marketing" as well as marketing and communication mix of the region. Than marketing strategy, brand and image of the region are described. The main part of the thesis consist of evaluating and comparing the implementation of destination marketing in Central Bohemia, Pilsen region and Liberec region. Regional tourism strategies are analyzed first, followed by investigation research of the real implementation, attention is also focused on the ways of promoting the regions.

The subject of this thesis is the marketing strategy of traditional European destinations. Its objective is to describe the most suitable marketing strategy for the European destinations facing stronger competition within the market of international tourism. Practical part of the thesis consists of the detailed analysis of the most visited European destination -- France. Secondly, the effects of this strategy are measured by the international quantitative marketing research.

The national tourism organizations keep investing in their marketing activities and campaigns. In recent years the pressure on efficiency and return on investment and the technology development changed the existing modus operandi o the national tourism offices . Participants modern tourism are on the one hand, increasingly able to organize their trips by themselves , place higher demands on information and booking options online. Modern clients are on one hand able to organize their trips by themselves, demend more accurate information and online booking options. On the other hand, there were opened up new markets with huge economic potential but almost zero brand awareness and high dependence on the distribution channels. "Country branding " has become one of the important tools of competitiveness of national economies. This applies to building a competitive position in the export of goods and services. As most budgets for destination marketing are financed from public resources, the financial and debt crisis in the Eurozone decreased marketing expenses in building national brands. This raises an obvious interest in this phenomenon , both from researchers , economic journalists, and of course, politicians. The doctoral dissertation responds to the current developments and includes a comparison of selected activities of the national tourism organizations in the European Union , which naturally connects theoretical framework of the doctoral program, international trade and the focus of the Department of Tourism. The main aim of the doctoral thesis is to assess the effectiveness of selected instruments that support the tourism development and to draw the implications for management sector at the level of the Czech Republic. The assessment is based on based on the international comparative studies and analysis of empirical statistical data. In this sense, they were defined objectives. 1) To develop a comprehensive comparative profile of tourism policies in selected European countries. 2) To analyze the importance of brands of countries and cities in the context of competitiveness of tourism destinations. 3) To evaluate the impact of the national tourism organizations in terms of arrivals and brand value.

The aim of the diploma thesis is to evaluate the activities of the foreign offices of the CzechTourism agency in promoting the Czech Republic as an ideal tourist destination in foreign markets. The thesis defines the tourist destination and it´s management, the national tourist organizations and the marketing activities and communication tools used by the foreign offices. The last part of the thesis is dedicated to the analysis of the incoming tourism and it´s positive impact on the national economy.

This Diploma Thesis looks into the promotion of Italy as a tourist destination for the tourism market in the Czech Republic. The aim of this Thesis is to find out how active and present the Italian tourist board is in the prospective Czech market. The theoretical section of the Thesis defines the term tourist destination and looks at destination management and its marketing. The analytical part of the Thesis focuses on the Italian tourist board (ENIT) and its comparison with the regional destination management company Trentino Marketing S.p.A.. The main bulk of the Thesis is actual research of the marketing activities of both parties, which is based on analysis of internally and publicly accessible information.

This final thesis deals with outgoing tourism of young Czechs to Germany. The theoretical part presents characteristics of tourism destination marketing and a definition of Youth Travel. The analytical part is concerned with the potential of Germany as a destination of young people from the Czech Republic and presents results of a conducted survey for the demand of young Czechs for destination Germany.

The tourism industry is one of the most thriving industries in the world and nature-based tourism is one of the most expanding sectors in the European tourism industry. However, destinations today have global substitutes which means a destination can easily be exchanged for another destination. Thus, destination market organizations have become a critical component in the tourism industry. While there is a growing interest for nature-based destinations due to international tourism and a growing awareness of environmental issues there is still a need to create a differentiation from the global competition. By setting up strategic plans and continuously market a destination, destination marketing organizations (DMOs) can attract tourist from distant markets. Therefore, the purpose with this report is to examine strategies that DMOs use when it comes to attract tourists to nature-based destinations. With the aim to fulfill the purpose of this study one research question of descriptive and exploratory kind were stated: “What strategies are DMOs using to attract tourists to nature-based destinations?”.   A theoretical framework was conducted by reviewing scholarly journals which generated potential answers for the stated research question. Furthermore, the frame of reference provided the study with a theoretical foundation which was applied during the data collection as well as the data analysis. Methodologically, this study had a qualitative approach and was therefore collecting data through semi-structured and in-depth interviews with employees of different DMOs. The findings and conclusions show that the practical work done by a nature-based DMOs in a high degree follows existing previous research. Where the importance of having a clear market position, being able to segment an audience, as well as promote an appropriate message is of high concern for a DMO. Hence, it helps them to attract tourist to a nature-based destination.

Film tourism is fast becoming a recognised and lucrative sector within the tourism industry. Film tourism combines knowledge from the tourism industry with that of the film industry in such a manner that it offers an attractive opportunity that can be included when marketing South Africa as a destination. The purpose of the study is to explore the attractiveness of the film tourism market for destinations, identify the unique aspects involved when marketing a destination though film tourism, explore the marketing strategies used by the local South African DMOs and local and foreign film commissions/offices in attracting international film producers, determine what local South African DMOs and local and foreign film commissions/offices perceive as important factors in attracting international film producers, determine and describe the factors influencing international film producers’ selection of a location, determine international film producers’ perceptions of South Africa as a film location in terms of these factors, develop a model for promoting South Africa as an ideal film location to international film producers and then relate the developed model to guidelines in accordance with the services marketing mix (7 Ps). The results obtained identified a number of factors that influence international film producers’ selection of a location and the model can be used to assist DMOs in developing effective marketing strategies in order to attract international film producers to South Africa. This was a qualitative study where three data collection instruments were used on four participant groups; secondary data was also analysed. It was found that South African DMOs do not yet have a working relationship with the relevant film industry leaders; that local film commissions’/offices’ current marketing activities are in line with foreign film commissions’/offices’ marketing strategies; that local DMOs and local and foreign film commissions/offices are more often than not aware of the factors influencing international film producers’ selection of a location and that South Africa has a positive image as a film destination. This research contributes to tourism literature by developing a model and suggesting guidelines that could be used by South African DMOs to attract more international film producers to the country and thus ultimately increase the number of film tourists who visit. All South African DMOs should consider the suggested guidelines when developing a marketing strategy for promoting South Africa as a preferred film destination to international film producers. / Dissertation (MCom)--University of Pretoria, 2014. / tm2015 / Tourism Management / MCom / Unrestricted

With the rise of social media platforms and the phenomenon of social mediainfluencers, consumer behavior has drastically changed within the tourismindustry.A case study was conducted by the authors to determine the ways consumerbehavior within the tourism industry has been affected by social media. Theempirical data in this study were gathered by semi-structured interviews,which is a qualitative research approach. A deductive approach was used forthis thesis and it is written from a tourism influencer / destinations’self-marketing perspective. The authors interviewed five travel influencers andtwo destinations about their perception of their job, their influence and theirexperiences.With the gathered data, the authors made a conclusion regarding several wayssocial media is influencing consumer behavior in the tourism industry.

Innovations in information technology have played an important role in the way business is conducted. Technology innovations have great impact on tourism destination marketing organizations such as convention and visitor bureaus, since they are highly dependent on information and timely distribution of it to the public. Information technology innovations such as the Internet allow CVBs to perform their marketing functions in a more efficient manner. The implementation of web-based marketing functions is impacted by organizational characteristics that either foster or hinder their implementation (Thong, 1999; Tornatzky & Fleischer, 1990; Wang & Fesenmaier, 2006; Zhu & Kraemer, 2005). Information technology innovations have been adopted by organizations in different levels of sophistication. Since the main function of a CVB is the promotion of a destination technologies that facilitate this process are important to this type of organization. Unfortunately, the marketing practice of American CVBs is still dominated by principles of mass marketing by communicating the same message to all consumers. As a result, the use of websites by American CVB has been limited to information provision functions and has lost opportunities to build relationship with customers through additional web-based marketing activities. This study proposes that CVBs should use web-based marketing activities to attract and retain relationships with customers. This study provides two main contributions to the existing literature: a) examines web-based marketing functions from a relationship marketing perspective and b) examines the impact of organizational characteristics on the sophistication level of web-based marketing functions. The use and effectiveness of web functions and its applications were examined. The results showed that the majority of the CVBs focus the use of their website to provide information. A standard multiple regression was used to investigate the impact of the organizational factors on the different web functions. The results of the regression show that size, financial resources and management team's technological expertise are the only factors that impact the level of web functions implemented by CVBs.