Return to search

Implementace nové marketingové strategie v cestovním ruchu - portál dovolena.cz / Implementation of New Marketing Strategy in Tourism - Case Study Dovolena.cz

This Master Thesis deals with creation and the successive implementation of marketing strategy in Tourism. The implementation process will be demonstrated on the travel agency Dovolena.cz. This thesis contains three main explanatory chapters and a case study. The first chapter investigates firstly the motives why people use travel agencies and secondly describes the basic legal terms connected to this topic. The second chapter focuses the attention on marketing strategy creation. Above all it explains situation and SWOT analysis, marketing mix and promotional tools. Furthermore several types of marketing strategies are introduced and demonstrated on examples. The third chapter deals with internet marketing, analyses its usage in the Czech Republic and in the world as well and tries to reveal its role while selling organized tours to customers. The core of the chapter concerns with internet promotional tools. The last chapter of this thesis is dedicated to marketing strategy implementation -- case study Dovolena.cz.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73907
Date January 2010
CreatorsLorenzová, Markéta
ContributorsVaško, Martin, Herget, Jan
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

Page generated in 0.0017 seconds