This diploma thesis deals with the formulation of tourism development strategy for ZOO Chleby. After an evaluation of importance of zoos in the Czech Republic, the theoretical part follows, relating mainly to the issue of marketing of tourism services. The work also focuses on a comprehensive analysis of external and internal environment of ZOO Chleby, especially on the evaluation of competition and importance within the tourist area of Polabí. The key part of the analysis is represented by a marketing research containing two surveys among potential and existing visitors of the zoo. The final section is devoted to the formulation of particular parts of the development strategy, including instruments of the marketing mix and design of specific measures for the director of ZOO Chleby.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113280 |
| Date | January 2011 |
| Creators | Panušová, Petra |
| Contributors | Jarolímková, Liběna, Petrů, Zdenka |
| 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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