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Brand of the Destination as a part of the Destination Image
BOROVIČKOVÁ, Jitka
The diploma thesis is focused on how the city of Pilsen is perceived as a tourist destination and how the city brand is written in the minds of visitors. This work also specifically focuses on industrial and remembrance tourism, which is currently focused on the Tourism Strategy of the city of Pilsen. The introductory part defines the main concepts related to the definition and meaning of the brand, building the image of the brand, but there is also a description of industrial and remembrance tourism. The practical part of the work is based on a questionnaire survey. The main goal is to show the visitor's awareness of the current brand of the city of Pilsen and how they generally perceive the destination.
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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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Image of selected destination
ROZTOČIL, Jiří
Image and brand are important competitive tools of destination marketing. Destination marketing organization should care about good reputation and strong brand to compete on the market. Bachelor thesis deals with evaluation of the image of the town Plzeň as a tourism destination. Analysis is based on existing knowledge and measurement models and via image comparative analysis of the most important competitors of Plzeň. As the strategy selection plays an important role in the process of destination image formation, a questionnnaire survey is used for the purpose of gaining evident outcomes of the work. It was asked 206 respondents. The Plzeň is strongly associated with beer and brewery tradition. Results show positive impacts of the project of the European capital of culture 2015, because respondents often associated Plzeň with culture and culture events. Results of survey identificate too new motives, which can use in destination marketing as a strong brand of sports clubs (FC Viktoria Plzeň, HC Škoda Plzeň, Talent Plzeň) or successful products (Škoda, Pilsner Urquell). All the findings subsequently serve visitors with the image of Plzeň and help the town become a frequently visited tourist destination. As an innovation for tourism supply there is proposed new guided tour through the historical center of town.
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Luděk Pik: political profile of eminent mayor of Pilsen
Bartoš, Jakub ; Randák, Jan (advisor) ; Michela, Miroslav (referee)
The aim of the thesis: to capture the life of the Czech social democratic politician and former mayor of Pilsen, Luděk Pik, with a specific focus on his political activities in the city. This thesis also aims to understand and clarify Pik's relation to Pilsen and the relevance to his life, as well as his essential role in the history of this West Bohemian metropolis. Luděk Pik (18. 5. 1876 Prague - 19. 4. 1948 Pilsen) lived in Pilsen for almost five decades of his life (1901-1948), except the period during the Nazi occupation (1939- 1945). Since 1901 he worked in Pilsen for the Czechoslavonic Social Democratic Workers Party, where he quickly became the local party elite. At the end of the World War I he participated in the establishment of an independent Czechoslovak state. In 1919-1938 he served continuously as mayor of the city of Pilsen and significantly contributed to its modernization and development. He also sat in Cisleithanian and Czechoslovakian legislatures. After the Munich Treaty he was forced to stand down from his political status and was persecuted during the Nazi occupation. The post-war situation prevented his return to a public life. His memoirs and especially his literary works demonstrate his strong patriotic relation to this city. Luděk Pik represents, in modern history of...
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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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Urban Development in the Czech Republic in the context of the EU Cohesion Policy
Picková, Veronika ; Abrhám, Josef (advisor) ; Pluskalová, Eva (referee)
This Diploma thesis deals with the support system for the Czech urban areas development, available in the EU Funds in the 2007-2013 programming period. First, the work briefly discusses the characteristics of the EU Cohesion Policy, and then describes the development of its urban dimension emphasizing the period after 2000. The main objective of this thesis is to analyze Czech strategic documents for the implementation of the EU Cohesion Policy and specific programmes linked to urban development, i.e. the Regional Operational Programmes and the Integrated Operational Programme. The final part includes the case study of Pilsen city, as a concrete example of the analyzed programmes implementation.
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