The thesis analyses the marketing of tourism offer of the town of Žatec with a particular emphasis on its principal product -- the Temple of Hops and Beer. Its main objective is to formulate proposals of specific marketing measures for the popularization of the general tourism offer of the town of Žatec and the Temple of Hops and Beer for the last quarter of the year 2011 and 2012. After defining the main tourist industry attractions of Žatec, the thesis builts upon the SWOT analysis and 5P marketing mix. In the case of the Temple of Hops and Beer the paper presents a proposal of the marketing plan incorporating 5C marketing approach, which assesses the above-mentioned product from a broader visitor's point of view. Both approaches are adjusted to budget and public administration management rules. This thesis' conclusion will serve as an input for the tourism industry subjects in Žatec in accordance with the development strategies approved on local, regional, as well as national level.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:71794 |
| Date | January 2011 |
| Creators | Novotný, Jan |
| Contributors | Černá, Jitka, Válka, 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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