The thesis deals with the promotion of domestic tourism in the Czech Republic, which gains its importance at the time when the world is facing challenges of globalization, such as the recent economic crisis was, that greatly hampered international tourist arrivals. Its promotion has been neglected for long time in the CZ and its development started practically in the new millennium. The goal of the thesis is to analyze the current promotion of domestic tourism, particularly activities of the CzechTourism office which is the main institution promoting tourism in the Czech Republic. The practical part presents marketing and commercial communications, their tools, features and new trends, continuing with the promotion of tourism destination, its marketing mix and the role of destination management. The theoretical part introduces the Czech Republic as a tourist destination, maps coordinating tourism authorities and mainly analyzes the current communications of the CzechTourism agency, with special emphasis on domestic tourism. In the end it presents some recommendations for promotion in the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72384 |
| Date | January 2010 |
| Creators | Šremrová, Stanislava |
| Contributors | Mikeš, Jiří, Prouzová, Hana |
| 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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