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Image of selected destination
ROZTOČIL, Jiří
Image and brand are important competitive tools of destination marketing. Destination marketing organization should care about good reputation and strong brand to compete on the market. Bachelor thesis deals with evaluation of the image of the town Plzeň as a tourism destination. Analysis is based on existing knowledge and measurement models and via image comparative analysis of the most important competitors of Plzeň. As the strategy selection plays an important role in the process of destination image formation, a questionnnaire survey is used for the purpose of gaining evident outcomes of the work. It was asked 206 respondents. The Plzeň is strongly associated with beer and brewery tradition. Results show positive impacts of the project of the European capital of culture 2015, because respondents often associated Plzeň with culture and culture events. Results of survey identificate too new motives, which can use in destination marketing as a strong brand of sports clubs (FC Viktoria Plzeň, HC Škoda Plzeň, Talent Plzeň) or successful products (Škoda, Pilsner Urquell). All the findings subsequently serve visitors with the image of Plzeň and help the town become a frequently visited tourist destination. As an innovation for tourism supply there is proposed new guided tour through the historical center of town.
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Analysis of Cooperation of Subjects in Tourism
KAŠTYLOVÁ, Klára
The bachelor thesis focuses on the cooperation of subjects in tourism in South Bohemia in particular. The aim is to analyse the current state of cooperation of the subjects of tourism and their interconnection to the individual structures. The thesis focuses on detailed description, the definition of the region and the analysis of the organization of tourism - Tourism Authority of South Bohemia. Furthermore, the thesis is aimed at the presentation of individual tourist areas and the characteristics of the region's potential. The level of cooperation of the involved entities is analyzed by means of a questionnaire survey in the framework of managed interviews with the managers of the tourist areas. The result of the work is the identification of deficiencies and barriers in cooperation and identification of good examples with the possibility to develop cooperation. The results form the basis for the further development of tourism in South Bohemia.
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Motivation of winter tourism participants
Lněnička, Marek ; Fialová, Dana (advisor) ; Špaček, Ondřej (referee)
It is possible to observe certain stagnation of the winter tourism which is linked with winter sports. The overall number of participants is not growing any more, however, new ski resorts are being set up and the competition is continuously rising. In order to stay competitive, it is necessary to take into account reasons which leads to the final decision of a tourist to choose certain ski resort. This thesis concentrates on the concepts that influence the process of choosing the destinationThese concepts, which are based on foreign literature are following: destination image, place attachment, loyalty. During the winter season of 2015 there was also a research conducted at the recently developing destination Lipno nad Vltavou, which was based on observations and interviews with the visitors. The above mentioned concepts were applied here. Powered by TCPDF (www.tcpdf.org)
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Image selected Destination
Khristoforova, Natalia ; Musil, Martin (advisor) ; Luštický, Martin (referee)
Destination image is of great importance in the decision-making process when selecting a tourist destination. This thesis analyzes the approaches to the image, the possibilities of evaluation and measurement of destination image. The aim of this thesis is to measure image of selected tourist destination Republic of Sakha Yakutia based on existing knowledge and measurement models.
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Destination marketing of regions in CR
Krütznerová, Sandra ; Khendriche Trhlínová, Zuzana (advisor) ; Kadeřábková, Jaroslava (referee)
Marketing on the level of public administration and local government is becoming to be more important in last years. This thesis deals with one of the area of marketing, specifically destination marketing. In the Czech Republic, destination marketing is implemented at several levels -- national, regional and local. Attention in this thesis is devoted mainly to the regional level of destination marketing. The first part provides with a theoretical basis for this issue and explain concept of "destination marketing" as well as marketing and communication mix of the region. Than marketing strategy, brand and image of the region are described. The main part of the thesis consist of evaluating and comparing the implementation of destination marketing in Central Bohemia, Pilsen region and Liberec region. Regional tourism strategies are analyzed first, followed by investigation research of the real implementation, attention is also focused on the ways of promoting the regions.
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