The diploma thesis addresses the problem of destination marketing on multinational level - the existence of "destination Europe" in particular. It is divided in to parts concerning destination marketing management, branding, activities of the EU and the ETC in the area of destination marketing and the perception of Europe as a brand by foreign visitors. The last chapters sum up the current state and draft a way these institutions should be heading for higher effect. The main used methods are SWOT, PEST and SEO analysis and a survey amongst foreign visitors. The most important findings include a fact that these visitors in certain cases do perceive Europe as a single destination regardless the low efficiency and impact of ETC's activities.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:206621 |
| Date | January 2014 |
| Creators | Jelínek, Přemysl |
| Contributors | Herget, Jan, Abrhám, Josef |
| 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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