|
|
Communication of the town Mikulov in years 2012-2013
Pláničková, Karolína ; Dolanská, Nora (advisor) ; Strielkowski, Wadim (referee)
The subject of this bachelor thesis on the topic of Communication of the town Mikulov in years 2012 - 2013 is description and analysis of communication activities of the town Mikulov in tourism. The thesis analyzes activities of the city within the communication mix, information centers, presentation at tourism fairs and cooperation with twinned cities. It focuses on wine, active and culture tourism, which is potential for a growth of tourism in the future. At the conclusion the thesis defines by using SWOT analysis strengths and weaknesses of the communication and submits a proposal how to improve communication activities in the future.
|
|
|
Loyalty programs: Tesco Case Study
Svobodová, Veronika ; Dolanská, Nora (advisor) ; Koudelková, Petra (referee)
This is a bachelor thesis concerning titled Loyalty programs: Tesco Case Study. This thesis is divided into two parts of which the first one is theoretical. In this part the term loyalty is defined in the context of marketing and subsequently the definition of the term loyalty program is presented. This part also includes a typology of loyalty programs based on their target group, a brief history o loyalty schemes and finally the efficiency of these programs. This topic is much discussed among theoreticians so that is why there are empirical studies and their typology included in this part. The second part of this thesis is focused on Tesco. First the company is briefly introduced and next the history of Tesco is described (in this part the first attempt to introduce a loyalty program is mentioned). Subsequently the Clubcard loyalty scheme is described. This part starts with description creative process and tests of the first versions. Then the Czech version of this loyalty program is described including the principle of collecting points, calculating their value and conditions of participating in the program. The thesis is accompanied with visuals of Clubcard quarterly statement (point billing) and campaign that accompanied the official launch of the program in Czech Republic.
|
|
|
The analysis of communication activities of turistic destination Litomyšl
Hronová, Veronika ; Dolanská, Nora (advisor) ; Strielkowski, Wadim (referee)
The subject of thesis Analysis of communication activities of touristic destination Litomysl is the analysis and description of communication activities of the city Litomysl. The thesis also deals with communication activities of other entities involved in the structure of tourism destination. The aim of this thesis is to describe the touristic destination and critically evaluate the communication activities. For this purpose, SWOT analysis will be used. At the end of the thesis, there will be some recommendation, which could improve marketing communication of the destination.
|
|
|
Analysis of the communication activities of the spa Ostrožská Nová Ves
Frantová, Nikol ; Dolanská, Nora (advisor) ; Hejlová, Denisa (referee)
This thesis analyzes communication activities of the Spa Sirnaté lázně Ostrožská Nová Ves in years 2010 - 2012. During this period, the communication activities and communication strategy of the spa were changed. The thesis was supposed to verify this assumption and describe the changes on the basis of the discovered information. Thesis gives a detailed description of communication strategy, communication goals and marketing goals and analyzes whether these goals were accomplished. Internal documents of Royal Spa group, media outputs and public questionnaires were used to verify this achievement. Analyzed documents, information and questionnaires shows that in the examined period, the main marketing and communication goals were a penetration of news target audience, increasing purchases, brand promotion of the Royal Spa corporation and brand promotion of the Spa Sirnaté lázně. Based on this research it was established that not all of the given goals were achieved mainly due to ineffectiveness of the communication channels and transmission.
|
|
|
The Communication Activites of National Heritage Institute in Central Bohemian Region in 2011 and 2012
Vosátková, Lenka ; Dolanská, Nora (advisor) ; Shavit, Anna (referee)
Communication activities of National Heritage Institute in Central Bohemian Region in 2011 and 2012 bachelor thesis deals with description and analysis of marketing tools used in the field of monuments. First, it describes offer of monuments and then it focuses on the communication of institution which administers the castles - National Heritage Institute. The thesis explains basic marketing terms in connection with tourism and consequently describes their application in the process of promotion central-bohemian monument objects. Most analysed tools are online comunication and sales support. Great attention is dedicated to using historical places to film production and organizing of social events. The aim was also to find out visitor's view, so that the thesis includes results of questionnaire survey.
|
|
|
The marketing strategy of the region Český ráj v letech 2009 - 2013
Vachová, Kateřina ; Dolanská, Nora (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "The marketing strategy of the tourist region Bohemian Paradise in 2009- 2013" describes and analyzes present marketing conception and communication activities which take place in that region. The objective of the paper is to introduce main subjects of the destination management in the region and to present documents forming the basis of the marketing strategy, especially the document "The medium-term plan of the development in the Bohemian Paradise in 2012-2017". The aim of the thesis is to describe implementation of this marketing strategy and to evaluate realization of the marketing and communication activities within the destination management of the tourist region Bohemian Paradise.
|
|
|
Culture communication of the Písek city in years 2010-2011
Hesounová, Martina ; Dolanská, Nora (advisor) ; Halada, Jan (referee)
The thesis titled "Cultural communication of the Písek city in years 2010 - 2011" deals with the Písek city as a product on market and also deals with communication activities which were presented by the city in years 2010 - 2011. The aim of this dissertation is to give a comprehensive picture of these activities and the position of the Písek city in tourism in South Bohemia region. The thesis is divided in five main chapters including the conclusion. At first this thesis deals with a theoretical part where the general information is described. In the first chapters it analyses history, cultural heritage, celebrities, cultural events and interesting places. Then there is a chapter that focuses on the marketing part, promotion of the city. How the city tries to profile in its region and which communication channels uses. The third chapter of this thesis evaluates the status of marketing communication in selected year 2010 - 2011 and it also compares this status with the contemporary one from the year 2011 until now. In this part is also used the SWOT analysis which helps us to determinate the strengths, weaknesses, opportunities and possible threats of the city. A part of this chapter is also a qualitative research that was made among Písek inhabitants. The last chapter discusses the practical part...
|
|
|
The marketing communication of the city Terezin and its project named "Terezin - revitalization of historical sights"
Rýslerová, Petra ; Dolanská, Nora (advisor) ; Bednařík, Petr (referee)
The subject of this bachelor thesis on the topic of Marketing communication of the city Terezín and its project named "Terezín - revitalization of historical sights" is a description and analysis of communication activities of the City of Terezín and its project "Terezín - revitalization of historical sights". In 2010 the city has received a grant worth over 500 million from the EU and its development will affect the future shape of tourism in Terezín. The aim of this thesis was to map the current form of marketing communication of the city and of the Terezín Memorial, which is responsible for a significant part of the local sights, including their promotion. On the basis of expert resources, my own research and performed survey the marketing mix of the fortress Terezín as a whole was subjected to criticism and recommendations were proposed. Those are based on the fact that Terezín is currently working on the reconstruction and development of local hiking trails and attractions and the communication activities are still only being prepared.
|
|
|
Communication of the City of Hradec Králové in Years 2009-2011
Baláž, Ondřej ; Dolanská, Nora (advisor) ; Shavit, Anna (referee)
This research report on Communication of the City of Hradec Kralove in Years 2009-2011 analyses the communication activities carried out by the statutory city of Hradec Kralove particularly in tourism. It distinguishes communication within the Czech Republic and abroad. The work investigates promotion activites in the city's information centres, tourism organizations, tourism fairs and cooperation with twinned cities. The aim was to establish the effectiveness of communication channels and if Hradec Kralove manages its communication in tourism through destination management. In the research report, the city itself is seen from the vantage point of its history, urbanism and main tourist attractions. SWOT analysis comes from the literature material and describes deficiencies and successful enterprises of Hradec Kralove's communication to visitors. The analysis also implies other opportunities for the city. The literature work also contains particular suggestions for improving the city's destination managent in the future. These ideas should help the city strenghten its positioning among other cities as a city of cultural events and host city of important congresses.
|
|
|
Travel tourism magazines on the czech media market-a comparative analysis of the C.O.T.Business and National geographic
Juránková, Simona ; Dolanská, Nora (advisor) ; Wolák, Radim (referee)
Travel periodicals are one of the means, how can readers - potential tourists to learn about a specific destination, or be motivated to visit presented country. This diploma thesis describes the development and transformation of the tourism magazines that are published in the Czech Republic after 1989. The attention is focused on the title COT business (for professionals) and National Geographic (for the public). Although targeted at different audiences, both periodicals bring news and coverage from destinations, interviews with travelers, practical travel advices and thus contribute for the increase or decline of demand for various places. Selected magazines gradually gained a strong position on the Czech media market and can be thus described as prototypes in their segment. Especially in recent years in comparison with the competition selected periodicals have declined in sold costs, advertising revenues and readership. The aim of this thesis is to investigate the market overall with selected travel periodicals and also identify opportunities that should selected titles (publishers) include into marketing planning, if they want to stay "leaders" on the media market. The thesis also presents a case study that is comparing the framing methods of selected destinations in order to determine, to what...
|
guest ::
