The aim of this thesis is to evaluate marketing activities of the regions Prague, Karlovy Vary and South Moravia in the area of meeting industry and to suggest recommendations to increase their marketing effectiveness in this area. In the theoretical part, the concept of destination marketing is explained and the meeting industry is characterized. In the practical part, the prerequisites of the Czech Republic for meeting industry are assessed. Subsequently, the potential of each individual region is evaluated as well as their marketing and especially promotional activities. For the overall evaluation the SWOT analysis is used. Finally, by means of synthesis, the recommendations to improve marketing presentation of the Czech Republic and individual regions as convention destinations are formulated.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76796 |
| Date | January 2009 |
| Creators | Luhanová, Eva |
| Contributors | Valentová, Jana, Libová, Andrea |
| 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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