The aim of the thesis is to analyze the overall image of Slovakia. First, the work argues whether it is even possible to use conventional marketing practices in connection with the country as a brand, what Simon Anholt theory analyzes as well. In the following section, the attention is focused on the evaluation of systematic work and cooperation of government authorities responsible for a unified communication strategy of Slovak promotion and communication with the public. Analysis of Slovak promotion evaluates the effectiveness of media campaigns aimed at the promotion of Slovakia as a tourist destination. At the end, questionnaire survey compares domestic and foreign attitudes to Slovakia, the impact of advertising campaigns on development of these attitudes and verifies national identity of Slovakia. The survey results will contribute to the final assessment of the image and improvement suggestions for the current strategy of Slovakia.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:201575 |
| Date | January 2014 |
| Creators | Sibalová, Zuzana |
| Contributors | Mikeš, Jiří, Dorčák, Peter |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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