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Marketing communication of Pilsen in connection with the nomination for the title of the European capital of culture 2015
Vysloužilová, Kristýna ; Dolanská, Nora (advisor) ; Shavit, Anna (referee)
The goal of this bachelor thesis is to analyze the communication activities of the city of Pilsen in connection with its nomination for the title of the European Capital of Culture 2015. The thesis contains an essential description of approaches to place marketing which are further supported by foreign literature. The thesis also focuses on place branding and strategic marketing planning processes in this particular area. A complete overview and description of the project of the European Capital of Culture is also included and its potential applications in the field of marketing are considered. The thesis furthermore covers the integration of this project into the long-term development of the city of Pilsen. This is mainly achieved through the analysis of strategic development documents of the city. A crucial part is dedicated to the analysis of the applied communication activities. These are analyzed within the period which is defined by the fall of 2009 and by the day when the city was officially awarded the title, that is the 19th of May 2011. This period is divided into two segments: before and after winning the competition due to significant changes in the competencies and in the approach to communication. This thesis analyzes the communication tools and the communication strategy concept for...
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Event as a possibility of commercialization of culture
BOROVIČKOVÁ, Jitka
This bachelor thesis studies the impact of large cultural events on the commercialisation of culture. The studied event is a Pilsen festival Živá ulice, that is organised as a part of the Plzeň 2015 project. In the beginning are defined main terms related to culture, cultural events and commercialisation. The practical part of this thesis is based on a questionnaire and its main goal is to show on the selected cultural event how large cultural projects affect the inhabitants' or the visitors' views on culture. It also studies if the title of the European City of Culture has an influence on cultural events even today.
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Culture, creativity and urban development: critical evaluation of project Pilsen - European Capital of Culture 2015
Ciprová, Petra ; Sýkora, Luděk (advisor) ; Mulíček, Ondřej (referee)
This diploma thesis deals with the relationship between culture, creativity and urban development with a special focus on the project of European Capital of Culture (ECoC) and its implementation in Pilsen. This study evaluates the positive effects and potential obstacles of this initiative, particularly in the case of Pilsen which has been awarded this prestigious title for 2015. This study discusses the state of the project and the situation in the city during the preparation period. It not only discusses the positive and negative aspects of candidacy, but it also attempts to capture some deep-rooted reasons that have led to current issues. The situation in Pilsen is becoming very problematic and further progress seems uncertain. The most burning issues in Pilsen that occur in other post-socialist cities as well, are lack of understanding, lack of political support, politicizing efforts, commercialization, parochialism and insufficient financial resources. Implementation of this project on a "European level", within these countries appears difficult. This thesis, therefore, proposes some recommendations that may conduce to a more successful realization of the project. Key words: culture, creativity, city, European Capital of Culture, Pilsen.
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Marketing communication of Pilsen in connection with the nomination for the title of the European capital of culture 2015
Vysloužilová, Kristýna ; Dolanská, Nora (advisor) ; Shavit, Anna (referee)
The goal of this bachelor thesis is to analyze the communication activities of the city of Pilsen in connection with its nomination for the title of the European Capital of Culture 2015. The thesis contains an essential description of approaches to place marketing which are further supported by foreign literature. The thesis also focuses on place branding and strategic marketing planning processes in this particular area. A complete overview and description of the project of the European Capital of Culture is also included and its potential applications in the field of marketing are considered. The thesis furthermore covers the integration of this project into the long-term development of the city of Pilsen. This is mainly achieved through the analysis of strategic development documents of the city. A crucial part is dedicated to the analysis of the applied communication activities. These are analyzed within the period which is defined by the fall of 2009 and by the day when the city was officially awarded the title, that is the 19th of May 2011. This period is divided into two segments: before and after winning the competition due to significant changes in the competencies and in the approach to communication. This thesis analyzes the communication tools and the communication strategy concept for...
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Pilsen European Capital of Culture
Halamová, Lucie ; Kvítková, Zuzana (advisor) ; Půbalová, Kateřina (referee)
This Diploma thesis focuses on the evaluation of the Pilsen European Capital event. The evaluation is based on three aspects: marketing, visit rate and the attitude of the domestic population. The marketing section is focused on the description of the main marketing tools in terms of their efficiency and application. The visit rate is used to measure the success of the event to a certain extent. The attitude of the domestic population is applied to express the meaning of the Pilsen inhabitant approach and information accessibility while being the European Capital of Culture. The theoretical part describes the wide meaning of marketing management of destination and attitudes towards the event in general. The practical part informs about the European Capital of Culture title and the results of two surveys carried out with the stress on marketing, visit rate and the attitude of the domestic population. The final chapter includes the summary of the conclusions and suggestions for future improvement.
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European Capital of Culture project and its influence on tourism development in Pilsen and Pilsner region
Machová, Lucie ; Heřmanová, Eva (advisor) ; Kvítková, Zuzana (referee)
The bachelor thesis focuses on European Capital of Culture (EcoC) project and its extent of influence on tourism development in Pilsen and Pilsner region. The first chapter looks into the ECoC project. The second chapter focuses on the application for ECoC project that Pilsen sent in 2010, cultural program in Pilsen in 2015, volunteering program and mobile application invented exclusively for Pilsen EcoC 2015. The third chapter studies the extent of success and the turnout in Pilsen and Pilsner region and the changes in numbers of visitors in 2012-2015. The last chapter covers personal evaluation of parts of the project and personal evaluation of the program in 2015. The obtained results lead to certain conclusions and outlines of possible development of culture and development of tourism in Pilsen and Pilsner region.
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Influence of the title European capital of culture on tourism
Jíchová, Veronika ; Abrhám, Josef (advisor) ; Brůžková, Pavla (referee)
The aim of the thesis is to describe the initiative European capital of culture and analyse the influence of the title on tourism in given cities. The way of awarding the title, its history and future is going to be introduced. The first part of the thesis is dedicated to the program Creative Europe, where also the project European capital of culture belongs. The second part of the diploma will be engaged in analysis of the influence of the title on tourism in two cities - Riga and Pilsen. Results of the cities will be presented both separately and in comparison with each other.
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Building the Image of Pilsen City
Beránková, Martina ; Luštický, Martin (advisor) ; Musil, Martin (referee)
The purpose of the diploma thesis is to find out the perception of the image of the City of Pilsen in the context of the European Capital of Culture 2015 at the time of culminating final preparations for the project. The first part of the diploma thesis deals with the marketing of cities and municipalities and the communication mix. Furthermore, the thesis deals with general concept of image and image measurement possibilities on the basis of the Czech and foreign literature. The image of the cities is a concept that is currently coming to the fore in city and municipal politics. Cities and municipalities are becoming conscious of the importance of the opinions their citizens and visitors have about them. The diploma thesis discusses the marketing activities of the City of Pilsen and its particular departments and companies that are involved in the marketing of the city. The Image of the city is dependent on these activities. The perception of the image of the City of Pilsen is evaluated on the basis of own research. Firstly, the inquiries are focused on the City of Pilsen in general. Secondly, they are related to the marketing communications of the city and finally to the European Capital of Culture programme. The result of this research is an evaluation of city's image and possible recommendations for the improvement of the current situation.
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