The thesis deals with the topic of marketing planning of a cultural project. Its aim is to create a marketing plan for the year 2018 and to analyze the specifics of a cultural project from the viewpoint of tourism and internet background. The theoretical part describes the theory of marketing planning with the focus on the theory of specifics in culture and tourism. The practical part presents the creation of a short-term marketing plan for the project Skryte pribehy for the year 2018 The marketing plan of the project takes into consideration the current needs of the project with the focus on trends in product-marketing, mobile app and web-sites. The conclusions are supported by an interview with the founder of the project and expert interview.

Tourism, as an industry, has a great impact on society and the environment. It adds to economic growth; and therefore, many governments try to enhance tourism because they realise the potential economic returns. Within each country, there are towns or cities that have great tourism potential. In South Africa, Knysna is a good example of a small town with great tourism potential. This study examines the critical success factors of tourism destination marketing for the town of Knysna. Most South Africans see Knysna as an ideal holiday destination, as it has the infrastructure and offerings to make tourists' holidays unforgettable. However, unfortunately, in recent times bad publicity has caused Knysna's image to be damaged. To improve the town's image and to add to its economic growth, tourism bodies and the community have had to work together to ensure that Knysna sustains its position in the national and international tourism markets. The best way to achieve this is through effective destination management and destination marketing. The aim of this study is to determine how effective destination management and destination marketing can lead to competitive growth and to enhancing a destination's position in the tourism industry, and also to providing a set of practical guidelines for the successful implementation of the destination marketing of the town of Knysna. A literature study was conducted to find out what the theory reveals about destination management and marketing. This was followed by an empirical survey; and this survey was conducted in Knysna in the Western Cape. The results of the survey were compared with the literature and tourism operators and managers can now use these as a point of departure to fill any gaps, thus leading to the optimal positioning of Knysna on the international tourism map.

Diploma thesis focuses on the marketing strategy of travel agency called CK S úsměvem, which organizes sports tours not only with aerobic. The aim is to characterize and evaluate the current marketing strategy of CK S úsměvem and suggest possible changes or improvements. The thesis is divided into theoretical and practical part. The theoretical part is putting the issue of tourism and tourism marketing. The practical part is based on theoretical principles. Marketing strategy of CK S úsměvem will be analyzed using the PEST analysis, SWOT analysis, competitor analysis, survey, customer testimonials, personal experience and interviews with owners of CK S úsměvem. The conclusion will confirm or disprove the hypothesis outlined in the introduction.

The aim of this Diploma thesis is to conduct a marketing analysis and a survey for a four-stars hotel in Krkonoše Mountains. According to the results new marketing strategy is suggested, that will help increase a number of new customers. The marketing analysis consists of PEST analysis competitors analysis and analysis SWOT. The survey is aimed at company clients, who are key clients in low touristic season. The suggested marketing activities take place mainly on the Internet as Internet represents an effective and relatively cheap communication channel.

The topic of the thesis is the issue of application of marketing principles in the hotel industry. Its aim is to analyze current situation of the internal and external environment in the chosen hotel and its market position in competitive enviroment, in order to improve provided services in the future. The theoretical part of the thesis covered in the first two chapters, monitors the accommodation industry in conditions of Czech Republic and explains the importance of marketing elements in this sector. The third part is the analysis of the selected accommodation facility, Hotel U Raušů in Velká Bíteš. The results of the analysis and recommendations for future development with direct practical application are explained in the final part of the thesis.

В выпускной квалификационной работе магистранта рассматривается развитие новых SMM-сервисов – Телеграм и Тик-Ток, как инструментов продвижения туристского продукта на рынке. Уделено внимание истории создания и развития этих приложений, проанализированы кейсы применения на российском туристском рынке, результаты работы дополнены социологическим исследованием, проведенным автором работы. / The master's thesis deals with the development of new SMM-services - Telegram and Tick-Tock, as tools of tourism product promotion in the market. Attention is paid to the history of the creation and development of these applications, cases of application in the Russian tourism market are analyzed, the results of the work are supplemented by sociological research conducted by the author of the work.

Since the 1970s when the first destination image studies were performed, this topic has become one of the most predominant in the tourism marketing literature. Destination image within the tourism industry is essential, as most tourism products are services rather than physical goods, and can often only compete by means of the image they portray. The image of a specific destination is a major element in the final decision when selecting the destination. Both positive and negative images occur, together having a great impact on the travel and tourism industry. Destinations therefore have to create images of their location and what they have to offer to help differentiate them from their competition. Therefore, potential tourists rely on their mental images when deciding to visit one destination over another. Different influences emerge within tourist decisions, which affect their ultimate experience. It is therefore clear that, to understand tourists‟ needs and wants, relationship building is important and this could assist with the marketing of products or services. Marketing plays a central part in tourism, since consumers need to travel to a certain destination to see, feel or test the product that is to be purchased and evaluated. Image is formed based on three main components. These are: cognitive (what one knows about a destination), affective (how one feels about what one knows) and conative components (how one acts on this information). To date, various image models have been developed. However, none of these have been applied to, tested in, or developed for South Africa. It is therefore important to know how tourists formulate a destinations‟ image as well as what influences their image regarding a destination. Therefore, to achieve this and the goal of this study, which is to develop a framework for the optimisation of the image of South Africa as a tourism destination, a comprehensive review of marketing and destination image literature was performed, subsequent to which the research was conducted. After having conducted the literature review and gathered expert advice and opinions, various literature-based attributes were identified. A total of sixty-three attributes were acknowledged whereafter these were sifted and grouped into Cognitive, Affective and Conative attributes. After taking expert advice into consideration, these attributes were once again sifted and it was determined whether they were applicable for this research. A total of fifty-seven attributes remained important and formed part of the questionnaire. Forty-two attributes were Cognitive, twelve Affective and three Conative. The research was conducted at the international departure area of a major international airport in South Africa. The respondents consisted of international tourists that were returning to their home countries after visiting South Africa. A total of 500 questionnaires were distributed of which 474 questionnaires were obtained. Of these, 451 questionnaires were usable for this study, as 23 questionnaires were incomplete and not usable. The number of questionnaires was therefore representative of the target population and further analysis. After the questionnaires for this study were gathered, the primary data was captured and analysed. Different types of data analyses were used in this study: Firstly, descriptive analysis to determine findings concerning the demographic profile of respondents and the respondent‟s travel behaviour whilst visiting South Africa. Secondly, factor analyses to factorise the image attributes into image factors; and to factorise external aspects into factors and determine how these affect image formation. Thirdly, ANOVAs (One-way analysis of variance) were conducted where more than two categories formed part of the question, t-tests were conducted to compare the image factors with questions consisting of only two categories and Spearman rank correlations were conducted to describe the strength and direction of the linear relationship between selected variables. Finally, Structural Equation Modelling was used to empirically test the framework and evaluate how well the data supports the hypothesised model. The first factor analysis resulted in 13 reliable and valid factors, which consisted of the cognitive, affective and conative image attributes. These factors, together with the factors of the second factor analysis (Media, Political and Iconic aspects) were used as constructs in the Structural Equation Modelling analysis. After having combined the results of all the different analyses, a framework was developed that identifies the aspects influencing South Africa‟s image. Some of the main findings were that media, political happenings and iconic aspects directly influenced cognitive, affective and conative images. Novel to this study was the significant influence of icons. Interestingly, demographic information only affects cognitive image and neither affective nor conative image. Travel behaviour contributes to the formation of cognitive, affective and conative image.However, surprisingly, the lack of influence from travel agents and travel guides was also depicted in the results. This framework emphasises the importance of pre-, onsite and post-experiences as well as communication in image formation. This study contributes academically, methodologically and practically. Academic contributions include empirically testing the framework, which significantly contributes to literature; and the innovative inclusion and assessment of icons adds a new dimension to image formation in literature. From a methodological point of view, it is clear that the analyses of all influencing aspects are challenging and not standardised. The types of analyses applied in this study enhanced the in-depth analyses of the data that was then included into one framework. The data was empirically tested and found to be reliable. The empirical testing of all aspects in a South African context was different and innovative, which finally created a detailed picture of South Africa‟s image as a tourism destination. Finally, the practical contribution of this study is that the framework developed for this study can be used by tourism organisations of various types in planning and implementing marketing strategies. The framework can direct their advertising and staff training; and improve the general tourism product of South Africa. The framework can also be applied to other tourism destinations. Clear recommendations were made regarding the focus of marketing strategies and building the image of South Africa. It was recommended that the framework developed in this study be implemented by national tourism organisations such as SA Tourism, as well as provincial organisations such as Tourism Boards. Product owners can benefit from the framework by considering some of the influential aspects in their product development and marketing strategies. Lastly, all marketing strategies and plans for South Africa should be focused on improving the cognitive, affective and conative image of South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Since the 1970s when the first destination image studies were performed, this topic has become one of the most predominant in the tourism marketing literature. Destination image within the tourism industry is essential, as most tourism products are services rather than physical goods, and can often only compete by means of the image they portray. The image of a specific destination is a major element in the final decision when selecting the destination. Both positive and negative images occur, together having a great impact on the travel and tourism industry. Destinations therefore have to create images of their location and what they have to offer to help differentiate them from their competition. Therefore, potential tourists rely on their mental images when deciding to visit one destination over another. Different influences emerge within tourist decisions, which affect their ultimate experience. It is therefore clear that, to understand tourists‟ needs and wants, relationship building is important and this could assist with the marketing of products or services. Marketing plays a central part in tourism, since consumers need to travel to a certain destination to see, feel or test the product that is to be purchased and evaluated. Image is formed based on three main components. These are: cognitive (what one knows about a destination), affective (how one feels about what one knows) and conative components (how one acts on this information). To date, various image models have been developed. However, none of these have been applied to, tested in, or developed for South Africa. It is therefore important to know how tourists formulate a destinations‟ image as well as what influences their image regarding a destination. Therefore, to achieve this and the goal of this study, which is to develop a framework for the optimisation of the image of South Africa as a tourism destination, a comprehensive review of marketing and destination image literature was performed, subsequent to which the research was conducted. After having conducted the literature review and gathered expert advice and opinions, various literature-based attributes were identified. A total of sixty-three attributes were acknowledged whereafter these were sifted and grouped into Cognitive, Affective and Conative attributes. After taking expert advice into consideration, these attributes were once again sifted and it was determined whether they were applicable for this research. A total of fifty-seven attributes remained important and formed part of the questionnaire. Forty-two attributes were Cognitive, twelve Affective and three Conative. The research was conducted at the international departure area of a major international airport in South Africa. The respondents consisted of international tourists that were returning to their home countries after visiting South Africa. A total of 500 questionnaires were distributed of which 474 questionnaires were obtained. Of these, 451 questionnaires were usable for this study, as 23 questionnaires were incomplete and not usable. The number of questionnaires was therefore representative of the target population and further analysis. After the questionnaires for this study were gathered, the primary data was captured and analysed. Different types of data analyses were used in this study: Firstly, descriptive analysis to determine findings concerning the demographic profile of respondents and the respondent‟s travel behaviour whilst visiting South Africa. Secondly, factor analyses to factorise the image attributes into image factors; and to factorise external aspects into factors and determine how these affect image formation. Thirdly, ANOVAs (One-way analysis of variance) were conducted where more than two categories formed part of the question, t-tests were conducted to compare the image factors with questions consisting of only two categories and Spearman rank correlations were conducted to describe the strength and direction of the linear relationship between selected variables. Finally, Structural Equation Modelling was used to empirically test the framework and evaluate how well the data supports the hypothesised model. The first factor analysis resulted in 13 reliable and valid factors, which consisted of the cognitive, affective and conative image attributes. These factors, together with the factors of the second factor analysis (Media, Political and Iconic aspects) were used as constructs in the Structural Equation Modelling analysis. After having combined the results of all the different analyses, a framework was developed that identifies the aspects influencing South Africa‟s image. Some of the main findings were that media, political happenings and iconic aspects directly influenced cognitive, affective and conative images. Novel to this study was the significant influence of icons. Interestingly, demographic information only affects cognitive image and neither affective nor conative image. Travel behaviour contributes to the formation of cognitive, affective and conative image.However, surprisingly, the lack of influence from travel agents and travel guides was also depicted in the results. This framework emphasises the importance of pre-, onsite and post-experiences as well as communication in image formation. This study contributes academically, methodologically and practically. Academic contributions include empirically testing the framework, which significantly contributes to literature; and the innovative inclusion and assessment of icons adds a new dimension to image formation in literature. From a methodological point of view, it is clear that the analyses of all influencing aspects are challenging and not standardised. The types of analyses applied in this study enhanced the in-depth analyses of the data that was then included into one framework. The data was empirically tested and found to be reliable. The empirical testing of all aspects in a South African context was different and innovative, which finally created a detailed picture of South Africa‟s image as a tourism destination. Finally, the practical contribution of this study is that the framework developed for this study can be used by tourism organisations of various types in planning and implementing marketing strategies. The framework can direct their advertising and staff training; and improve the general tourism product of South Africa. The framework can also be applied to other tourism destinations. Clear recommendations were made regarding the focus of marketing strategies and building the image of South Africa. It was recommended that the framework developed in this study be implemented by national tourism organisations such as SA Tourism, as well as provincial organisations such as Tourism Boards. Product owners can benefit from the framework by considering some of the influential aspects in their product development and marketing strategies. Lastly, all marketing strategies and plans for South Africa should be focused on improving the cognitive, affective and conative image of South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

The primary goal of this study was to identify key success factors for the management of a conference centre in South Africa. This goal was achieved by firstly portraying an overview of the conference industry in South Africa. Secondly, a literature study was conducted in order to determine the aspects in the literature that are regarded as of vital importance in managing a conference centre. Thirdly, the results of the empirical research were discussed. Lastly, conclusions were drawn from the research and recommendations were made with regard to further research. From the literature study, aspects of strategic management, financial management, marketing management, human resource management and management of operational aspects were identified as being important in the management of a conference centre. These aspects were used to compile a questionnaire. The objective of the questionnaire was to measure the importance that conference centre managers attach to the identified elements. Questionnaires were e-mailed to 250 conference centres. A total of 100 questionnaires were received back. The study population consisted of a database as compiled by the researcher from the Direct Access Conference Handbook (2004) and the Africa Conference Directory (2006/7). Questionnaires were also handed out personally to exhibitors at the INDABA Tourism Exhibition (2006). From the responses to the questionnaire it can be deduced that conference centre managers regard the aspects of strategic management, financial management, marketing management, human resource management and management of operational details as important to very important. A factor analysis was done to determine the key success factors in managing a conference centre. The following factors were identified, namely to: • Provide a conference centre with a functional layout and the correct variety of activities; • perform marketing management; • ensure that operational aspects are in place; • do proper planning; • provide an attractive venue and conduct a post-conference evaluation; and • perform human resource management. Conference centre managers have to apply the above-mentioned key success factors to ensure that the conference centre is successful over the longterm. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2007.

Swedish travelers’ consumption has increased in relation to better economic conditions and demographic changes. In 2017, domestic leisure travelers’ consumption increased and the reason for such a changed tourism industry which is due to a changed behavior among travelers. One major reason is that internet and social media has had a major impact on the tourism industry (TIllväxtverket, 2017). Social media has developed new marketing techniques such as Influencer Marketing (IM) and Viral Marketing. The purpose of this study is to find out how travelers are affected by IM when choosing a destination, as a basis for this research the writers created a web survey where the target group was Swedish travelers who like to travel, the survey was answered by 188 respondents. The writers used netnography to review ten influencers to build their own interpretation of the subject and the result suggests that influencers have a role as an information source (eWOM) but are not the decision-making source for travelers’ consumption.