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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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Interpretace a prezentace památky zahradního umění a krajinářské architektury
Zajíčková, Markéta
The theoretical part of this thesis defines cultural tourism and its background in the Czech Republic, concerning external aspects influencing this branch of tourism. One of the subbbranches, garden tourism, is described more thoroughly. Furthermore its current state in the Czech republic and other European countries is discussed and compared, resulting into a series of improvement suggestions for the Czech Republic. The last part is dedicated to the established methodology and its usage for the purpose of presenting and interpreting garden art sights based on the state-of-art knowledge and trends in this research field. Methodology descibed in the theoretical part is used for the practical research of this thesis - it describes the way of interpeting and presenting specific sights of garden art. As the subject matter two different subjects were chosen - chateau garden in Mikulov and composed coutryside of Mikulov-Falkenstein. The goal was to describe different ways of presenting these kinds of objects. Graphical presentation was also created for both objects.
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Maya Culture in the Perspective of Anthropology of Tourism
Součková, Kristina ; Soukup, Václav (advisor) ; Půtová, Barbora (referee) ; Poláková, Markéta (referee)
My thesis is based on a broader context of theories and categories of tourism and touristic experiences elaborated by authors belonging to a comparatively new subdiscipline of social and cultural anthropology - the anthropology of tourism. I focus on Mexico, the area of my interest and a part of el Mundo Maya (Maya World) through the eyes of tourism categorization of Valene Smith (1989). I specify two distinct (but yet similar) anthropological fields - one being Riviera Maya with fieldwork in Cancún, Tulum and Chichén Itzá and the other one Ruta Maya with fieldwork in San Cristobal de las Casas and the village of Chamula. I focus on the area of a popular beachspot and adjacent Maya ruins as a destination of historical tourism and also on the area of Chiapas highlands with an authentic Maya village which is a popular destination of ethnic or more accurately cultural tourism. My work is about the process of construction of the (English speaking versus Spanish speaking) tourist image of ancient Maya and the Maya of today. The conclusion of my fieldwork helps me illustrate the term monumentalization of the Maya (Canclini, 2005) or inventing the great Maya through touristic artefacts, experience and travellers' guides. Key words Anthropology of tourism, Maya tourism, Tulum, Chichén Itzá, Cancún, San...
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Cultural tourism in France focusing on selected projects
Sopúchová, Dana ; Abrhám, Josef (advisor) ; Kalábová, Markéta (referee)
Master thesis discusses the topic of cultural tourism in France. Its main objective is to evaluate culture in context of tourism in France and conduct case studies of selected projects. Theoretical part is focused on defining terms culture, tourism and cultural tourism. Practical part of the thesis analyses apporach of France to culture, it's cultural practice in respect of tourism and analyses French tourism as a whole. First examined project is Guédelon, construction of medieval castle executed with construction techniques of 13th century. Second examination is focused on museum of 21st century - project MuCEM, Museum of European and Mediterranean Civilisations in Marseille.
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Analysis of cultural tourism of Porto and its attractiveness for Czech tourists
Steinocherová, Denisa ; Dianová, Markéta (advisor) ; Tyslová, Irena (referee)
The aim of the thesis is to evaluate the attractiveness of cultural tourism of Portuguese city Porto for Czech tourist. The theoretical part describes the approaches to the definition of cultural tourism, its components, offer and the latest trends. The practical part contains quantitative research conducted to determine the attitudes of Czech tourists to the city of Porto as a tourist destination for cultural tourism. The outcome is the evaluation of research and determination of the status of Porto tourism market.
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the impact of the accommodation establishment on the development of cultural tourism destination
Ottová, Martina ; Tittelbachová, Šárka (advisor) ; Tyslová, Irena (referee)
This bachelor thesis deals with the impact of the accommodation facility on the development of cultural tourism destinations. It consists of a theoretical and practical part. The theoretical part explains the basic concepts we can meet in this issue and other necessary theoretical information which we apply in the practical part. The aim of the work is to evaluate whether the guests of the chosen accommodation use the attractiveness of the given place and thus contribute to the development of the product of the destination. The work also deals with consumer behavior of tourists in the hotel and given destination, and a questionnaire survey identifies whether they use the attractions offered and whether they want to return to the destination. Several analyzes are performed to show the situation of the given destination.
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Native Culture and Art of the Northwest Coast and the Impact of Tourism on Their Revitalization
Řeháčková, Kristýna ; Soukup, Václav (referee) ; Soukup, Martin (referee)
This paper is about cultural area of the American Northwest Coast and especially about Salish art. The subject of this paper is mainly a theoretical analysis of the most important artistic artifacts. Particular attention is paid to developmental transformations of traditional artifacts and their function in modern society. The goal is to capture the importance of artistic traditions of American Indians, especially the Salish group, in the context of the current revitalization movement. Major emphasis is placed on the impact of tourism on revitalization of Salish culture and art and on the role of native artistic artifacts in the commercial use of historical and cultural heritage of the area. The paper examines the influence of art and as well tourism on the perception of identity of indigenous people.
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Native American Art and Culture of Northwest
Řeháčková, Kristýna ; Soukup, Václav (advisor) ; Soukup, Martin (referee)
This paper is about cultural area of the Northwest Coast and especially about art of a few groups of native people who lived and still live there. The subjekt of this paper is mainly a theretical analysis of the most important artistic artifacts. Particula attention is paid to developmental transformations of traditional artifacts and their function in modern society. The goal is to capture the importance of artistic traditions of American Indians, especially the Salish group, in the kontext of the current revitalization movement. Major emphasis is placed on the role of native artistic artifacts in the commercial use of historici and cultural heritage of the area. The paper examines the influence of art on the perception of identity of indigenous peoples.
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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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