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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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The position of Emirates Airline in the aviation industry and its customer service
Berger, Vít ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
In this thesis I focus on Emirates Airlines, in particular by identifying key factors that led to the acquisition of the current position in the global aviation market. Till the foundation of Emirates Airlines the aviation industry in this region practically did not exist, and therefore it was not too interesting market in general. Using the research of case study at the thesis, I first examined how and why the airline was founded and subsequently described the uniqueness of this particular case. Partial aims are to answer the research questions and confirm or refute the initial hypothesis. In conclusion, I summarized all the key factors and assess their uniqueness and potential limitations when applied to similar cases in the aviation sector.
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Food tourism as a motivation for traveling
Vokáčová, Zuzana ; Mlejnková, Lena (advisor) ; Kalábová, Markéta (referee)
The aim of this thesis is to characterize the product of food tours and analyze specific portfolio of these tours of the company Frying Pan Adventures based in Dubai City. The partial objective of this thesis is to describe gastronomic tourism as one of the dynamically developing motives for tourism. The theoretical part explains basic terms related to tourism, motivations and motives for travelling and gastronomy, and points out the relationships between them. The practical part describes the selected destination, United Arab Emirates, and particularly Dubai, both from a geographic, economic and historical point of view, as well as from the position of tourism as a discipline. First, the food tours of one specific provider are analyzed and categorized based on defined characteristics into functional groups. Second, the offer of the chosen food tour provider is evaluated from several perspectives. A customer perspective focuses on analyzing the feedback on the product and evaluating the website of the service provider. Additionally, the evaluation is also based on a personal experience with the product, thus incorporating a subjective point of view into the evaluation. Third, a conclusion is drawn by using SWOT analysis to identify strengths, weaknesses, opportunities, and threats for the company. This part also outlines a possible future development and recommendations.
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Business and cultural customs - Dubai
Heisigová, Adriána ; Gullová, Soňa (advisor) ; Müllerová, Františka (referee)
The aim of this bachelor thesis is to define business and cultural customs of Dubai. Through the use of an interview and my own observation it was possible to either confirm or disconfirm generally known facts and create a source of basic information about Dubai, which is applicable to tourists, as well as to potential business partners from abroad. The first chapter is focused on brief history, natural and geographical conditions, it describes the political situation and analyses the economic environment. In the second chapter I mainly provide information on the cultural customs, that means information on the religion, population, but also language or clothing habits. In this part I also consider phenomenons, which are specific for Dubai, such as the artificially created islands. In the last chapter I wanted to point out business negotiations, business relations between Dubai and the Czech Republic and the description of the last year's crisis in Dubai. I also provide a guideline for setting up a business in Dubai and how to avoid possible business risks and dangers.
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