This thesis primarily focuses on usability of video in tourism destination online marketing. Main aims are analysis of video usability modes and testing of online video ad effectiveness. Thesis also evaluates overall advisability of using videomarketing tools in destination marketing. The first chapter describes international tourism and some important tourism terms related to the overall topic such as destination, image and destination marketing. The second chapter contains facts about key internet trends and their use in tourism industry. There is also part dealing with mutual influence of internet trends and tourism consumers' behavioural shift. The third chapter presents the analysis of roles and usability modes regarding online video. In the fourth chapter there is a test of banner advertisements effectiveness consisting of video and non-video banners data comparison. Results show possible usage modes of videomarketing for destination. User generated content with video, social networking and review systems were identified as key tools for combining with online video and thus enhancing online destination marketing. These topics are also considered as the most suitable for further research. Data testing results point out higher effectiveness of ads with video content when compared to non-video content ads.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113942 |
| Date | January 2011 |
| Creators | Petkov, Michal |
| Contributors | Herget, Jan, 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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