The aim of this diploma thesis is to create a general outline reflecting promotion of the Czech Republic in tourism in past 10 years. The first chapter specifies the key issues dealt with in the thesis namely theoretical definitions of tourist destination, marketing and management of the destination and its characteristics. For instance creation of regional touristic products (packages), which are essential in terms of representation of the Czech Republic in foreign markets. The following part deals with promotion and image of the Czech Republic as a tourist destination. The third chapture describes development of efforts to promote the Czech Republic as a tourist destination as well as the role of organizations that control the whole promotion. The last section outlines, evaluates and compares individual marketing strategies, campaigns and activities of the national agency CzechTourism from its beginning until 2007.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:4958 |
| Date | January 2008 |
| Creators | Neumannová, Eva |
| Contributors | Valentová, Jana, Fojtáchová, 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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