The aim of this master thesis is to outline Portugal as a tourist destination and to sum up its promotional activities on the Czech market. First part of the thesis describes destination marketing management in general from both tactic as well as strategic point of view. The chapter especially focuses on marketing specifics in the tourism area. Second part of the thesis holds fort on destination Portugal and its supply of tourism products, the main tourism target groups and the strategic management of tourism in the country. A special stress is put on creating an overwiev of the promotional activites of Portugal on the Czech market and on proposing remedies that will lead to better and more effcetive marketing communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113160 |
| Date | January 2011 |
| Creators | Bubniaková, Lucia |
| Contributors | Mikeš, Jiří, Indrová, Jarmila |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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