Kutná Hora is a beautiful historical city and one of most significant tourist destinations in the Czech Republic. Taking its importance into account the historical city centre of Kutná Hora became UNESCO World Heritage Site in 1995. In spite of this international recognition, the town currently has to face the problem of the decreasing number of visitors as well as their short stay. The aim of my thesis is to describe the current commercial communication of the Kutná Hora city implemented mostly by local tourism agency and to analyze its future potential. Another objective is to suggest improvements of city marketing in order to increase the city's tourism profit in future. The thesis explains the principles of marketing strategies for tourist destinations demonstrated by the example of the city of Kutná Hora. The result is based on classified literature, my own research and data delivered by experts working in the tourism field. The author gives practical recommendations which could be a basis for the future destination management of Kutná Hora city.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76603 |
| Date | January 2009 |
| Creators | Paulišová, Anna |
| Contributors | Mikeš, Jiří, Civišová, Dagmar |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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