La presente investigación se fundamenta en la evaluación de un Plan de Marketing de Ciudades, basado en la imagen e identidad de la ciudad, con el fin de impulsar el potencial turístico del Distrito de San Pedro de Mala. Para dicho fin, se realizó la evaluación de la imagen percibida y la identidad ciudadana así como el inventario de los recursos y atractivos turísticos, la planta turística y los servicios complementarios. This research is based on the evaluation of a Cities Marketing Plan, based on the image and identity of the city, in order to boost the tourism potential of the District of San Pedro de Mala. For this purpose, the evaluation of the perceived image and the citizen's identity as well as the inventory of the resources and tourist attractions, the tourist facility and the complementary services were carried out.

The purpose of the diploma thesis is to find out the perception of the image of the City of Pilsen in the context of the European Capital of Culture 2015 at the time of culminating final preparations for the project. The first part of the diploma thesis deals with the marketing of cities and municipalities and the communication mix. Furthermore, the thesis deals with general concept of image and image measurement possibilities on the basis of the Czech and foreign literature. The image of the cities is a concept that is currently coming to the fore in city and municipal politics. Cities and municipalities are becoming conscious of the importance of the opinions their citizens and visitors have about them. The diploma thesis discusses the marketing activities of the City of Pilsen and its particular departments and companies that are involved in the marketing of the city. The Image of the city is dependent on these activities. The perception of the image of the City of Pilsen is evaluated on the basis of own research. Firstly, the inquiries are focused on the City of Pilsen in general. Secondly, they are related to the marketing communications of the city and finally to the European Capital of Culture programme. The result of this research is an evaluation of city's image and possible recommendations for the improvement of the current situation.