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Modern Marketing Communication of selected Town in the Field of Tourism
VARGOVÁ, Lucie
The main objective of this thesis was to identify and evaluate marketing communication tools of the Czech Budweis destination, and to subsequently propose changes leading to their improvement. One part of the thesis was a mixed methods research, which was used for combination of advantages of both approaches - the qualitative as well as the quantitative one. The qualitative research was focused on the city's current state of marketing communication, and mutual cooperation between the city representatives and stakeholders. The quantitative research analyzed the level of tourists and residents' satisfaction with marketing communication of the city. Finally, the selected modern tools of marketing communication were compared between the cities of Czech Budweis, Brno and Pilsner. A proposal part was worked out based on the research results and literary study. This part contained the implementation of modern trends of marketing communication into the communication mix of the destination. These propositions should have particularly lead to coherent marketing communication, its optimization and innovation in the sense of using available modern tools and technologies. Additionally, they could be implemented into conceptual documents concerning the development of the tourism. Thanks to those the destination could raise general public awareness about its attractiveness, connect with new potential visitors and satisfy he communication needs of local residents, tourists and entrepreneurs.
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