This diploma thesis deals with marketing activities of VisitBritain, the British national tourism board. Theoretical part discusses aspects of marketing in travel and tourism with emphasis on destination marketing. The second chapter contains economic indicators of British tourism industry and visitors' perceptions of this destination. The thesis continues with the analysis of Britain Marketing & 2012 Games Strategy 2010-2013 followed by the marketing programme 2011-2015. Since the strategy and programme stem from the great events that recently happened in Britain, this diploma thesis tests the hypothesis whether London Olympic Games 2012 have had a positive impact on British inbound tourism. The last chapter is dedicated to the results of survey which revealed whether young people had been motivated to visit Britain after London 2012 Olympic Games.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136293 |
| Date | January 2011 |
| Creators | Mészarosová, Jana |
| Contributors | Herget, Jan, Stejskalová, Martina |
| 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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