The diploma thesis is dedicated to tourism. It examines historical development and legal framework of tourism, attemps to discuss the accounting, tax and tour prices calculation. The focus is nevertheless on accounting of the arrangement of sale of tours with the posibility of comission capturing, accounting of advances or cancellation fees, accounting transactions denominated in foreign currencies or vouchers viewing. It describes value-added tax as well as income tax. Attention is paid to the company Čedok in order to show some areas of financial statement of this company together with general accounting principles. The thesis is accompanied by several examples, tables and graphs.

This Master’s thesis deals with the analysis of current situation in the Czech travel industry and also the analysis of internet advertisement development. On the basis of findings, the work brings the specific proposal, how to effectively present the travel agency offer on the internet.

This Master's thesis deals with entrepreneurial prospectus of Invia.cz, Ltd company. The aim of the thesis is to propose a motion of the customer loyalty programme for the clients of the travel agency. The objective of my thesis is to create a simple and attractive loyalty programme, which will contribute to the creation of long-term relationship between the company and its clients as well as to gaining and obtaining customers in the competitive environment.

The diploma thesis deals with marketing activities, specifically with communication mix of the travel agency INVIA.CZ. The goal of the thesis is to improve the company marketing communications with its customers by proposals that affect the elements of communication mix. The thesis is divided into 3 parts – theoretical, which contains important information from the field, analytical, which evaluates the current state of the company and its surroundings and proposals part, which includes suggestions to meet the set goal of thesis.

The thesis is focused on the analysis of communication mix of the product of selected company and the subsequent proposal for its improvement. The theoretical part mainly contains basic principles, important concepts and knowledge that relate to the communication mix, but also to current issues in tourism marketing. The theoretical part was the necessary starting point for processing the analytical part of this work. The last part of the thesis is created from analysis and it contains proposals for a new or improve existing communication mix of selected product of selected company.

Background: Promotional cues are commonly applied on online travel agency websites. The most common cues were identified to be scarcity, popularity and pricing, which are said to increase consumers’ perception of scarcity, popularity and price and following enhance consumers’ booking intention. There is an increasing interest in promotional cues’ impact on booking intention in the online booking context, however, the results are not coherent as well as previous studies have looked only into intention to book. By applying the theory of planned behavior model to measure booking intention, new theoretical insights regarding promotional cues and booking intention should be given. Furthermore, this should help hotel suppliers to increase booking intention on the own hotel’s website. Purpose: The purpose is to explain how promotional cues found on online hotel booking sites impact the relationship between (1) perceived scarcity, (2) perceived popularity, (3) perceived price and consumers’ booking intention, by using the theory of planned behavior model. Method: This study has taken a deductive approach with quantitative data collection methods. By using a between-subjects experimental design, a fictional online hotel booking scenario was created. In total, data from 379 respondents were collected with a web-based survey. Thereby, respondents were assigned to six different groups (three treatment groups and three control groups). With conducting a manipulation check, it was identified that the perceived pricing group did not show a significant difference between control group and treatment group, however, perceived scarcity and perceived popularity did. For the analysis a correlation and regression analysis were conducted. Several t tests were conducted to find significant differences between diverse variables. Conclusion: A positive moderate relationship was found between perceived scarcity and booking intention, when applying scarcity cues. Furthermore, implementing popularity cues, led also to a moderate positive relationship indicated between perceived popularity and booking intention, however, the relationship was not as strongly correlated as when applying scarcity cues. Thereby, implementing scarcity and popularity cues is an effective tool to increase bookings, however, only to a small amount. Hence, it is important to also pay attention to the other factors influencing booking intention and simply using the cues as support to increase the number of booking.

En el presente trabajo se expone la problemática actual por la que atraviesa la agencia de viajes Latino Travel en tiempos de pandemia, al pertenecer a uno de los sectores más golpeados por el COVID 19, como es el Turismo, además de la inestabilidad política por la cual venimos atravesando. Para poder desarrollar el siguiente trabajo primero procedimos a plantear los objetivos del proyecto y exponemos los antecedentes de la empresa como su historia, acciones de venta y de marketing, así como también la cartera de servicios con la que actualmente cuenta. Se realizó una investigación de enfoque mixto con un muestreo aleatorio simple, para la parte cualitativa se realizó la técnica de Focus Group a 6 grupos conformados por 7 integrantes en talleres de duración de 2 horas y para estudio cualitativo se utilizó una encuesta que fue aplicada a 300 personas además de entrevistas a profundidad a personas clave de la industria, esto con la finalidad de definir el público objetivo de la empresa, preferencias, estacionalidad y sus principales insights. Continuamos con el análisis del Macro y Microentorno para pasar a realizar el análisis SWOT y plantear las estrategias que nos ayudaran al relanzamiento de Latino Travel. Finalmente se puede encontrar la propuesta para el relanzamiento de Latino Travel, basada en una agrupación de estrategias pensadas ya adecuadas a la situación de la agencia de viajes y así mismo, junto con el análisis financiero respaldar nuestra propuesta. / In the present work, the current problems faced by the Latino Travel agency in times of pandemic are exposed, as it belongs to one of the sectors hardest hit by COVID 19, such as Tourism, in addition to the political instability caused by the which we have been going through. In order to develop the following work, we first proceeded to raise the objectives of the project and expose the background of the company such as its history, sales and marketing actions, as well as the portfolio of services it currently has. A mixed approach research was carried out with a simple random sampling, for the qualitative part, the Focus Group technique was performed on 6 groups made up of 7 members in workshops of 2 hours duration and for a qualitative study a survey was applied that was applied to 300 people in addition to in-depth interviews with key people in the industry, this in order to define the company's target audience, preferences, seasonality and its main insights. We continue with the analysis of the Macro and Microenvironment in order to carry out the SWOT analysis and propose the strategies that will help us to relaunch Latino Travel. Finally, you can find the proposal for the relaunch of Latino Travel, based on a grouping of strategies already thought appropriate to the situation of the travel agency and likewise, together with the financial analysis to support our proposal. / Tesis

Online travel agencies (OTAs) play an important role in the online travel market. OTAs offer various features, rich information, and numerous hotel choices for customers. All these hotel choices, accompanied by detailed information and supported by various website features, are generally beneficial and advantageous for hotel customers. They allow hotel customers to evaluate numerous hotels based on different characteristics, including price, location, amenities, and ratings. However, the reasons why OTA users postpone their booking decisions and switch to other hotel booking channels remain unclear. Therefore, this dissertation aimed to explore the determinants of OTA users' intention to postpone their hotel booking decisions and their intention to switch to other hotel booking channels by developing and testing a conceptual framework based on the integration of stressor-strain-outcome (SSO) framework and information processing theory (IPT). A sequential exploratory mixed-methods approach, comprising two phases (i.e., qualitative and quantitative) was employed as the research design for this dissertation. In the first phase, themes that hold significance in influencing OTA users' intention to postpone their hotel booking decisions and intention to switch to other hotel booking channels were explored by conducting thematic analysis on qualitative data collected from OTA users through three online focus groups. In the second phase, the themes that emerged from the qualitative data analysis were utilized to formulate a quantitative survey instrument for a more in-depth investigation of the research problem. A total of 700 online surveys were collected, and structural equation modeling (SEM) was conducted to analyze the quantitative data and test the study hypotheses. The study results revealed that information overload, choice overload, and system feature overload, as stressors, positively influenced strain factors including similarity confusion, ambiguity confusion, time risk, psychological risk, performance risk, privacy risk, emotional exhaustion, decision task difficulty, and untrustworthiness toward OTAs. The results also indicated that similarity confusion, performance risk, emotional exhaustion, decision task difficulty, and untrustworthiness toward OTA, as strain factors, had a positive impact on OTA users' intention to postpone their hotel booking decisions. The results further indicated that ambiguity confusion, time risk, performance risk, decision task difficulty, as strain factors, had a positive impact on OTA users' intention to switch to other hotel booking channels. This dissertation provides valuable theoretical contributions to the existing body of knowledge in the realms of travel, tourism and hospitality industries and offers significant practical implications for OTA operators to generate effective and efficient strategies to be more competitive in the travel market and avoid unwanted consequences.

The thesis is focused on analysis, evaluation and improvement proposals of a marketing strategy. First, basic marketing terms are defined, strategic marketing principles are explained and tourism market is characterized. Second, the marketing strategy of the travel agency Zájezdy pro děti - CK Ivana Ježková is analysed. On the basis of analyses the improvement of marketing strategy is proposed.

El siguiente documento es la demostración de la elaboración de una estrategia de marketing digital a una micro empresa PYME agencia de viajes enfocada al turismo receptivo con el objetivo desarrollar presencia de marca y aumento de requerimiento de venta para un periodo de un año. El desarrollo de la estrategia digital está enfocado para aun público objetivo específico; y es una estrategia digital porque, en la época actual que se vive, es parte de las herramientas vitales para una empresa con una visión profesional y sostenible. Se hace un estudio de la industria del turismo del Perú con muestras financieras, numéricas, y la concepción de un entendimiento en base a fuerzas y condiciones de la industria; basado en información estadísticas nacional e internacional, noticias y congresos. Luego se estudia el estado actual de la empresa en ejes como capacidades, competencias, debilidades, estrategia, servicio, marketing, y resultados de las ventas. Siguiente, se desarrolla una estrategia digital que empieza por establecer una concepción estratégica de la empresa; continua con la propuesta de valor y servicio basado en la experiencia operativa de la empresa y en los perfiles de mercado de mayor potencial; y sigue la propia estrategia digital y las acciones sobre las herramientas digitales propuestas. Finalmente, se hace una evaluación financiera donde se considera un presupuesto propuesto y las proyecciones de las ventas; donde se concluye que la estrategia elaborada es viable para la empresa para el escenario objetivo de doce meses. / The following document is the demonstration of the development of a digital marketing strategy for a micro company travel agency focused on receptive tourism market with the aim of developing brand presence and increase of sales requirement for a one year period. The development of the digital strategy is focused for a specific target audience; and it is a digital strategy because, in the current age, it is part of the vital tools for a company with a professional and sustainable vision. A study of the tourism industry of Peru is made with financial, numerical samples, and the conception of an understanding based on forces and conditions of the industry; based on national and international statistics information, news and congresses. Then the current state of the company is studied in axes such as skills, competencies, weaknesses, strategy, service, marketing, and sales results. Next, a digital strategy is developed that begins by establishing a strategic conception of the company; continues with the proposal of value and service based on the operational experience of the company and on the market profiles with the greatest potential; and follows the digital strategy itself and the actions on the proposed digital tools. Finally, a financial evaluation is made where a proposed budget and sales projections are considered; where it is concluded that the strategy developed is viable for the company for the twelve month target scenario. / Trabajo de Investigación