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The media image of tourism culture influenced by the domestic campaigns of the CzechTourism agency
Horáčková, Anna ; Tyslová, Irena (advisor) ; Dianová, Markéta (referee)
The bachelor thesis is dedicated to the image of the Czech culture represented in a variety of the Czech newspapers. This image is based on the domestic campaigns created by the CzechTourism agency. The theoretical part encompasses the definition of destination management, marketing, media and the activities of the agency. Quantitative content analysis and qualitative analysis research how the agency´s outlets are presented to the public via media. The defined hypotheses are verified or disproved by the conclusions of the research. Another research method is used later on to reconnoitre the way media inform about Czech cultural values. In the end, a complex overview is ended with a list of recommendations and suggestions. Based on the results, the present insufficient and distorted image of the campaigns could be improved and extended possibly.
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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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Support of incoming tourism by the CzechTourism agency in selected area.
HÁTLEOVÁ, Karolína
This thesis analyses the activity of the agency CzechTourism. The CzechTourism agency has also representation abroad ? 26 branch offices are located around the world. This thesis focuses on the branch office in Italy (Milano). This office has the main aim to introduce the Czech Republic to Italian clients and to awake their needs to travel to our country for a vacation or for a short visit. This branch office has four main segments of support ? golf tourism, scholar tourism, religious tourism and caravanning. Author´s own survey was carried out between October 2010 and February 2011 which analyzed the relation between Italian participants of tourism and the Czech Republic as an important tourism destination in the middle of Europe.
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