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Attitude of visitors of a destination to certified regional products (Polabí region)
Šourková, Natálie ; Jarolímková, Liběna (advisor) ; Valentová, Jana (referee)
The aim of the thesis is to describe the attitude of the region Polabí visitors and the potential consumers generally towards the certified regional products which were branded within the system under the patronage of Association of Regional Brands. The thesis is divided into two parts, theoretical and practical. The theoretical part defines tourism in relation to region, it's benefits and impacts and deals with the problem of it's sustainable development. It also presents the national coordinator of branding - Association of Regional Brands, it's activities and the specifics of branding in Polabí region. The practical part is based on a survey among potential consumers, producers and official sellers of certified products bearing the brand Polabí regionální produkt. The information obtained and presented provides valuable insights concerning the relationship of potential consumers to the certified regional products. On this basis, other possible ways of the development of the branding system in Polabí are suggested.
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The importance of implementation of a regional brand for a Local Action Group
KULDOVÁ, Kateřina
The first part of the thesis focuses on the description and functioning of regional policy not only in the Czech Republic, but also in the Europian Union. Regional policy focuses on regions and cities in the Europian Union, encourages their economic growth and improves the quality of their inhabitants´ lives using strategic investments. It also informs us about the formation and processes of Local Action Groups and the description of Ficher designing. This part of the thesis gives a reader important information on regional brands in Europe and the ones connected with the selected region. The second, practical part of the thesis, focuses on Hluboká nad Vltavou and Lišov regions. A survey based on the results of numerous questionnaires regarding the level of economic entities´ awareness on regional branding of a selected region has been conducted. Regional branding is important for promotion of the particular region and its products. The results have been evaluated and possible solutions and inovations in the area of regional brand promotion have been suggested.
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Destination marketing of regions in CR
Krütznerová, Sandra ; Khendriche Trhlínová, Zuzana (advisor) ; Kadeřábková, Jaroslava (referee)
Marketing on the level of public administration and local government is becoming to be more important in last years. This thesis deals with one of the area of marketing, specifically destination marketing. In the Czech Republic, destination marketing is implemented at several levels -- national, regional and local. Attention in this thesis is devoted mainly to the regional level of destination marketing. The first part provides with a theoretical basis for this issue and explain concept of "destination marketing" as well as marketing and communication mix of the region. Than marketing strategy, brand and image of the region are described. The main part of the thesis consist of evaluating and comparing the implementation of destination marketing in Central Bohemia, Pilsen region and Liberec region. Regional tourism strategies are analyzed first, followed by investigation research of the real implementation, attention is also focused on the ways of promoting the regions.
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Ceska Kanada brand - principles for its granting
Karvánková, Iva ; Hesková, Marie (advisor) ; Lieskovská, Vanda (referee)
The aim of this thesis is to create the principles for granting the Ceska Kanada brand according to the requirements and ideas of the Czech Canada Agency. Technical literature dealing with destination management and marketing, brand management and brands in general was used for the theoretical part. For the practical part, the existing and functional principles of the Šumava region were applied as a methodical aid.
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