This thesis analyzes the level of utilization of on-line communication mix in marketing of Czech Republic as a tourist destination at foreign markets executed by CzechTourism, particularly concerning the current project Confirmation of the status and competitive advantage of Czech Republic at the European tourism market. Resources for the main analysis are a detailed study of on-line communication mix in general terms as well as in tourism both globally and in the Czech Republic. The analysis revealed major deficiences in the approach towards the communication implementation, mainly in social media communication, and also deficiencies in web design which toghether caused the project to fail. Finall conclusion contains improvement suggestions and recommendations of some foreign best practice examples.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:75860 |
| Date | January 2010 |
| Creators | Doláková, Gabriela |
| Contributors | Vaško, Martin, Valentová, Jana |
| 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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