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Destinační značka Řecka a její role ve vnímání image země / Greece Destination Brand and its Role in Perception of Country’s Image

This master thesis deals with Greece destination brand with focus on its image. The goal of the thesis is to evaluate the touristic position of Greece in the Czech Republic, in-depth exploration of perceived destination image and consequent suggestion of more effective communication. The research methods used are quantitative questionnaire survey followed by qualitative focus groups. Outcome of the questionnaire survey is exploration of what the Czech relations to destination of Greece are, evaluation of marketing communication effectiveness, exploration of gap between Greek destination image and identity and evaluation of differences between Greece destination brand image perceived by Greeks and Czechs. Focus groups will lead to further understanding of the problematics. In conclusion, current status evaluation and its confrontation with the potential status will be done.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193535
Date January 2014
CreatorsVejražková, Lenka
ContributorsPešek, Ondřej, Dragonová, Kateřina
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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