Marketing on the level of public administration and local government is becoming to be more important in last years. This thesis deals with one of the area of marketing, specifically destination marketing. In the Czech Republic, destination marketing is implemented at several levels -- national, regional and local. Attention in this thesis is devoted mainly to the regional level of destination marketing. The first part provides with a theoretical basis for this issue and explain concept of "destination marketing" as well as marketing and communication mix of the region. Than marketing strategy, brand and image of the region are described. The main part of the thesis consist of evaluating and comparing the implementation of destination marketing in Central Bohemia, Pilsen region and Liberec region. Regional tourism strategies are analyzed first, followed by investigation research of the real implementation, attention is also focused on the ways of promoting the regions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:71851 |
| Date | January 2011 |
| Creators | Krütznerová, Sandra |
| Contributors | Khendriche Trhlínová, Zuzana, Kadeřábková, Jaroslava |
| 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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