The first theoretical part of the work describes in general tourism, terminology and briefly the historical development of tourism. The second theoretical part is focused on marketing, marketing researches, marketing mix 8 P, segmentation of the market, marketing instruments and marketing strategies. The practical part is given to analysis of the travel agency Travel Support taking Czech fisherman to Norway, then to analysis of its market environment, to analysis of its target group, to analysis of competition and of previous marketing and communication strategy. SWOT analysis is made up on the grounds of these researches. Particular, concrete recommendations building the new marketing strategy for next two years were defined according to the founded results.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113552 |
| Date | January 2011 |
| Creators | Stanislav, Michal |
| Contributors | Valentová, Jana, Kvítková, Zuzana |
| 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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