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Vliv veletrhů a kongresů na budování image destinace ČR. / Influence of Fairs and Congresses on building destination image of the Czech republic

This diploma thesis analyses the influence of fairs and congresses on destination image. Marketing knowledge in field of branding and image is used as well as theory of tourism and destination marketing. As interdisciplinary approach proposes, fairs and congresses are understood as factors influencing the destination image through various agents. Not only general direct benefits but also variables participating on image transfer of congresses and fairs to destination image are described. Target group performing the strongest influence is identified. Review of contemporary fair and congress industry together with real situation examples demonstrate the transfer of associations. The diploma thesis suggests measures on the base of gained theoretical and practical knowledge, which could help in development of fairs and congresses to strengthen the positive influences on destination image.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136223
Date January 2012
CreatorsVokounová, Barbora
ContributorsMikeš, Jiří, Indrová, Jarmila
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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