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Switzerland: economy and position in the international tourism market
Liptáková, Denisa ; Kvítková, Zuzana (advisor) ; Abrhám, Josef (referee)
The thesis is focused on the economic situation of Switzerland and its position in the international tourism market. The aim of the thesis is to evaluate the position of Switzerland in the international tourism market. The first chapter of the thesis contains the basic terms and definitions in the area of international tourism. The second chapter deals with general information about Switzerland and the analysis of current economic situation, as well as the competitiveness in the global economy. Third chapter is focused on Swiss tourism, especially its factors of development, its position in Swiss economy, and its competitiveness. The last chapter contains the evaluation of position of Switzerland in the international tourism market and also the comparison of this position with the main competitor.
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Analýza nízkonákladové letecké dopravy
Sobotka, Ondřej ; Vaško, Martin (advisor) ; Kvítková, Zuzana (referee)
The thesis deals with low cost air transport. In general terms, it is divided into both theoretical and empiric part. The theoretical part consists of three chapters. The first chapter outlines transport in tourism in general. The second one describes air transport and the third one focuses on the low cost air transport. The empiric part, as in the end of the third chapter, opens up with an overview of the low cost carriers who use GDS. The fourth chapter focuses on the low cost carriers in all of the world regions and analyzes them based on the amount of destinations, revenues, amount of transported passengers and market value. The fifth chapter describes low cost carriers which offer long-haul flights. The final chapter compares low cost airlines with full service airlines using market value and amount of transported passengers.
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Fair trade and Direct trade certification in marketing strategies of Czech coffee roasters and cafes
Bočková, Petra ; Kvítková, Zuzana (advisor) ; Daňková, Zdeňka (referee)
This diploma thesis is focused on the state of specialty coffee market in the Czech Republic, while concentrating on the position of the biggest coffee roasters and cafes on this market and their marketing strategies. Analysis of these marketing strategies is part of this thesis, with focus on approach of these roasters to Fair trade and Direct trade. Theoretical as well as practical part of this thesis presents findings from the Czech specialty coffee market, explains background of its fast development and the significance of alternative trade practices. The approach of coffee consumers to values presented by specialty coffee has been evaluated through a questionnaire survey. These values include certifications themselves and their ethical significance, as well as locality of roasting and therefore also accessibility of fresh and high quality product.
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Bloggers and their significance for tourism marketing
Leová, Thi Huyen Trang ; Kvítková, Zuzana (advisor) ; Vaško, Martin (referee)
The main goal of the Master's Thesis is to analyse the influence of information sources on the travel decision process. Special focus is given to blogs. This thesis is divided into two parts, theoretical and practical. The theoretical part formulates basic terminology which the practical part then utilises. The practical part concerns itself with specific examples of marketing communication through travel blogs and the analysis of the consumers' perception of these blogs. This analysis stems from secondary data and data gathered through the primary research method of questionnaires. The result of the thesis is the evaluation of blog influence on travel behaviour in the pre-purchase stage.
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Analysis of online promotion tools used during launch of the new hotel
Kotnová, Lucie ; Kvítková, Zuzana (advisor) ; Jenčková, Jiřina (referee)
My master s thesis deals with the newly opened luxury boutique hotel COSMOPOLITAN, situated in Prague, and its services. The work analyzes the online promotion tools used during launch of the new hotel. The master s thesis is divided into seven parts. The first part describes basic terms in the tourism and in the hotel industry. The second chapter is focused on the first and the second part of the Life cycle of the product in general. The third chapter describes basic online promotion tools. The fourth part is about three important companies in relation to the hotel COSMOPOLITAN - Special Tours, Zlatnická a F&B Solutions. Fifth part describes the hotel COSMOPOLITAN and its basic and additional services. In the sixth chapter, there is an analysis of the present situation of the hotel COSMOPOLITAN after being 6 months on the market. Last part evaluates the results of the on-line promotion and distribution tools of the hotel, including the application of the Google Analytics.
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Contribution of the Czech UNESCO heritage to the tourism development
Zímová, Barbora ; Netková, Jarmila (advisor) ; Kvítková, Zuzana (referee)
The final thesis deals with the association Czech UNESCO heritage and its importance for the tourism development. The aim of the thesis is to find out the contibution of the association to the tourism development at the UNESCO sites. This aim is reached by attendance comparision of each sites and mainly gaining opinions from association members - if they see a contribution in it. The initial part describes UNESCO organization itself, then information about Czech monuments inscribed in the UNESCO heritage list continues. The thesis contains detailed information about the association Czech UNESCO heritage and main theme - research among members and attendance comparision. The thesis confirmed hypothesis that the association is very contributive.
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Gamification in tourism
Kondratenko, Anna ; Jarolímková, Liběna (advisor) ; Kvítková, Zuzana (referee)
The diploma thesis is focused on gamification and possibility of using gamification elements in the field of tourism. The aim of this work is to present gamification as a tool for influencing tourist behavior and to design an own product with gamification elements. In the theoretical part of the thesis a definition of gamification is analyzed alongside with the game elements and game thinking, which constitute the essence of this phenomenon, and the types of motivation of players and travelers are presented. Subsequently, a framework for gamification design is described. The fifth chapter defines the basic notions of tourism and introduces ways of using gamification in tourism. The theoretical part ends by chapters six and seven, where possible risks of using gamification as well as the most successful examples of its implementation are described. The practical part is devoted to the description of a new gamified product including graphic design and the timetable of introduction of the application to the market.
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Analysis of online promotion of the Czech Republic as an attractive tourist destination
Piková, Nicole ; Vaško, Martin (advisor) ; Kvítková, Zuzana (referee)
The thesis is focused on the topic of online promotion of the Czech Republic as an attractive tourist destination. First part defines basic terms such as online marketing its importance and specifics in tourism and destination marketing and management. There is one chapter dedicated to online marketing activities of the destination management organization CzechTourism and its research division Istitut turismu. The second part's objective is to analyse the channels used for online promotion of the Czech Republic on the target markets of incoming tourism. In the last part of the thesis there is a SWOT analysis of online promotion of the Czech Republic followed by my personal evaluation and possible suggestions.
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New Trends in Gastronomic Services
Zelenková, Simona ; Kvítková, Zuzana (advisor) ; Netková, Jarmila (referee)
This bachelor thesis focuses on healthy eating and alternative dietary lifestyles in catering establishments. The aim of the thesis is to analyse the market in terms of offering alternative food services in the centre of the capital city of Prague and as well in terms of consumer demand for these services. The theoretical part contains characteristics of used terms, describes eating as a process of ensuring nutrition and especially basic and some specialized streams of alternative dietary lifestyles. The research itself is divided into two parts. The first section is devoted to the analysis of the supply of catering services in the centre of Prague with a focus on alternative dietary lifestyles. The second section of the practical part deals with the consumer demand for these services, which has been identified through a questionnaire.
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