This master thesis deals with the development and strategy of a product in the field of tourism. The analysis of its development with all the related aspects is realized. The thesis is divided into theoretical and practical part. Theoretical part describes the basic theories about formation of strategy, markets and its subjects and about marketing. These theoretical findings are applied in the practical part of the thesis. The first chapter of the practical part characterizes the tourism industry a selected travel agency. The second charter focuses on the product itself. Its development, realization, price calculation, distribution and promotion. The third chapter describes strategic analysis which including analysis of the organisation's environment, analysis of its competition, internal analysis and SWOT analysis. The last chapter is a research conducted on the collection of qualitative data made by questionnare survey. The research focuses on the product in the field of tourism and respondent's experiences and preferences.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:164033 |
| Date | January 2012 |
| Creators | Svátová, Jaroslava |
| Contributors | Filipová, Alena, Zeman, Jiří |
| 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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