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Česká centrála cestovního ruchu - CzechTourism and its activities in Spain and Portugal
BROŽOVÁ, Kristýna
The aim of this bachelor thesis is to deal with the organization Czech central office of tourism - CzechTourism and its activities, which this organization produces at its foreign representation in Spain and Portugal. At first the central office is represented in general, explaining, how it was established in these countries and which statute belongs to this organization. Alongside, this work mentions the structure of the organization, its mission, main goals and management. Also specifies the subjects, which corporate with the central office on the national and international level. In the following part is marginally mentioned, how Czech central office of tourism works in whole and what uses for the support of incoming tourism of Czech Republic. The next part is dedicated to foreign representation in Spain and Portugal and specific activities, which the foreign representation uses for promoting Czech Republic, as an attractive destination for travelling in these countries. Finally, I will evaluate the importance of the activities and also possible contribution for mutual relations in the field of tourism.
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Rebranding of the Czech Republic
Čejpová, Ilona ; Mikeš, Jiří (advisor) ; Valentová, Jana (referee)
Czech Tourist Authority, CzechTourism, decided in 2011 to start a longterm process of destination brand rebranding.The aim of this thesis is to evaluate and analyze the effectiveness of the activities carried out so far in all steps.The thesis is divided into several parts, the first part concentrates on brand and image of the country, the second part is focused on corporate identity, the content of the third chapter is a theory about rebranding. Practical part contains a sum of activities and events throughout the history of the country affected the brand as well as the reasons for the rebranding and problem areas. In conclusion various steps of CzechTourism and designs of visual identity are evaluated and analyzed and a few next steps are recommended.
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Analysis of the Conditions of Film-Induced Tourism Development in the Czech Republic
Rymešová, Hana ; Dianová, Markéta (advisor) ; Hanzlík, Jan (referee)
The Bachelor thesis deals with the film-induced tourism as a growing phenomenon in the field of tourism industry worldwide. A part of the work is dedicated to the description of the development and forms of this phenomenon, while the emphasis is placed on the specific examples of movies and the television broadcasting impacts on travelling. The main part of the thesis focuses on the marketing tools of the film offices (especially Czech Film Commission) and the destination management organizations (especially CzechTourism) during the co-operation with the film industry. On the one hand, the most frequent tolls used by the film offices to attract filmmakers are presented, on the other hand, the working methods of the destination organizations in the field of location placement are introduced. The general principles are connected with the practises emerging in the Czech Republic. The primary aim of this thesis is to prove that the movie, as a marketing tool, plays an important role in promotion of destination, and that the Czech Republic has a great potential to become a popular film destination.
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Use of the Internet marketing activities by CzechTourism agency.
Doležalová, Lenka ; Vaško, Martin (advisor) ; Jarolímková, Liběna (referee)
This thesis focuses on internet marketing and its use in the field of tourism promotion agency CzechTourism. It examines the use of various internet marketing tools and their impact on tourism in the Czech Republic. It also focuses on work detail CzechTourism marketing activities on the Internet in terms of media campaigns in the past two years. An integral part is an analysis of websites, which serve as the main tool to promote the Czech Republic.
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Analysis of promotion of the Czech Republic as an attractive tourism destination
Žurmanová, Veronika ; Vaško, Martin (advisor) ; Štědroň, Bohumír (referee)
The bachelor's thesis deals with the promotion of the Czech Republic as a tourism destination and focuses on selected marketing activities of the Czech national tourism organization - CzechTourism. The first part of the thesis defines the destination marketing in general and clarifies activities of national tourism organizations. The second part defines the incoming tourism of the Czech Republic and introduces the potential of the destination Czech Republic, national tourism products and marketing tools of CzechTourism. The third part represents selected marketing activities of CzechTourism. The last part contains SWOT analysis of the Czech Republic promotion and proposals for future campaigns.
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On-line communication of Czech Republic as a tourist destination on foreing markets
Doláková, Gabriela ; Vaško, Martin (advisor) ; Valentová, Jana (referee)
This thesis analyzes the level of utilization of on-line communication mix in marketing of Czech Republic as a tourist destination at foreign markets executed by CzechTourism, particularly concerning the current project Confirmation of the status and competitive advantage of Czech Republic at the European tourism market. Resources for the main analysis are a detailed study of on-line communication mix in general terms as well as in tourism both globally and in the Czech Republic. The analysis revealed major deficiences in the approach towards the communication implementation, mainly in social media communication, and also deficiencies in web design which toghether caused the project to fail. Finall conclusion contains improvement suggestions and recommendations of some foreign best practice examples.
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Marketing strategies of CzechTourism agency
Kováč, Jakub ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This thesis deals with marketing strategies of CzechTourism agency, the association of tourist destination The Czech Republic. The aim of the thesis is to analyse these strategies in order to provide complete overview of marketing activities of the agency. The theoretical part focuses on the process of marketing strategy in general, specifics of "non-profit" organizations' marketing and marketing of tourist destinations. The practical part provides the situation analysis of The Czech Republic, the introduction of CzechTourism agency and analysis of its marketing activities.
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Questions of promotion of domestic tourism in the Czech Republic
Šremrová, Stanislava ; Mikeš, Jiří (advisor) ; Prouzová, Hana (referee)
The thesis deals with the promotion of domestic tourism in the Czech Republic, which gains its importance at the time when the world is facing challenges of globalization, such as the recent economic crisis was, that greatly hampered international tourist arrivals. Its promotion has been neglected for long time in the CZ and its development started practically in the new millennium. The goal of the thesis is to analyze the current promotion of domestic tourism, particularly activities of the CzechTourism office which is the main institution promoting tourism in the Czech Republic. The practical part presents marketing and commercial communications, their tools, features and new trends, continuing with the promotion of tourism destination, its marketing mix and the role of destination management. The theoretical part introduces the Czech Republic as a tourist destination, maps coordinating tourism authorities and mainly analyzes the current communications of the CzechTourism agency, with special emphasis on domestic tourism. In the end it presents some recommendations for promotion in the future.
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Website Analysis of the Czechtourism and the Ministry of Foreign Affairs Focused on Tourism
Jelínková, Adéla ; Vaško, Martin (advisor) ; Valentová, Jana (referee)
The main theme of this bachelor thesis is the analysis of web pages www.czech.cz and www.czechtourism.com. The analysis is focused on the impact on the Czech Republic's image. Terms related to the internet marketing, the theory of brand and image are explained in the thesis. The current presentation of the Czech Republic and the creation of the Czech corporate identity are described. Practical contribution of the thesis is the website analysis. Finally, the review of the web pages impact on the image of the Czech Republic as an attractive tourist destination is made.
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Evaluation of promotion of the Czech Republic in the field of tourism in past 10 years
Neumannová, Eva ; Valentová, Jana (advisor) ; Fojtáchová, Hana (referee)
The aim of this diploma thesis is to create a general outline reflecting promotion of the Czech Republic in tourism in past 10 years. The first chapter specifies the key issues dealt with in the thesis namely theoretical definitions of tourist destination, marketing and management of the destination and its characteristics. For instance creation of regional touristic products (packages), which are essential in terms of representation of the Czech Republic in foreign markets. The following part deals with promotion and image of the Czech Republic as a tourist destination. The third chapture describes development of efforts to promote the Czech Republic as a tourist destination as well as the role of organizations that control the whole promotion. The last section outlines, evaluates and compares individual marketing strategies, campaigns and activities of the national agency CzechTourism from its beginning until 2007.
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