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Analysis and effectiveness of Dubai City marketing strategy in the years 2010-2020
 Saarová, Patricie ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis focuses on the analysis and effectiveness of Dubai's marketing strategy during the years 2010-2020. The theoretical part introduces key concepts related to marketing and destinations, including the definition of marketing and destination, destination management principles, marketing mix and communication mix. The descriptive part of the thesis describes the development of Dubai as a tourist destination and identifies the factors that have contributed to its success. The practical part includes a comparative analysis of marketing activities in the periods 2010-2015 and 2016-2020, supported by a questionnaire survey. Based on the analysis, communication recommendations are then proposed.
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