The thesis is devoted to marketing study of the tourist destination Prague and its aim is to analyze and evaluate the potential of tourism development in Prague and its utilization in marketing of Prague as a tourist destination. It defines basic terms about destination marketing - marketing analysis, market segmentation, marketing strategy, marketing mix and implementation plan together with the control. The thesis includes analysis of primary and secondary offer of destination, identification of main competitors, the results of marketing research and presents the basic elements of marketing mix of destination Prague. Based on the findings, the final part of study contains proposals and recommendations for destination marketing and improvement of current situation.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:115454 |
| Date | January 2011 |
| Creators | Nevrlá, Kateřina |
| Contributors | Petrů, Zdenka, Jarolímková, Liběna |
| 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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