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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Greece Destination Brand and its Role in Perception of Country’s Image
 Vejražková, Lenka ; Pešek, Ondřej (advisor) ; Dragonová, Kateřina (referee)
This master thesis deals with Greece destination brand with focus on its image. The goal of the thesis is to evaluate the touristic position of Greece in the Czech Republic, in-depth exploration of perceived destination image and consequent suggestion of more effective communication. The research methods used are quantitative questionnaire survey followed by qualitative focus groups. Outcome of the questionnaire survey is exploration of what the Czech relations to destination of Greece are, evaluation of marketing communication effectiveness, exploration of gap between Greek destination image and identity and evaluation of differences between Greece destination brand image perceived by Greeks and Czechs. Focus groups will lead to further understanding of the problematics. In conclusion, current status evaluation and its confrontation with the potential status will be done.
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Marketing Strategy of the Radio Autumn Festival
 Vejražková, Lenka ; Černá, Jitka (advisor) ; Hritz, Jakub (referee)
This bachelor thesis deals with marketing of a music festival. The first part of the thesis focuses on theoretical basis including marketing of non-profit organizations and arts marketing, marketing mix, communication mix and focus groups of classical music festivals. Furthermore, the research methods used in the second part, i.e. SWOT analysis, Porter's five forces model and competition analysis are explained. The practical part brings the application of theories on the International music festival Radio Autumn. It includes a quantitative marketing survey based on Radio Autumn brand awareness. At the end of the thesis I present recommendations for changes in the current marketing strategy of the festival that could help the organizers with increasing the attendance.
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