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Change of strategic communication of the capital Prague in the field of tourism in connection with the effects of overturism and Covid-19
Kmentová, Lucie ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The aim of the presented diploma thesis was to find and interpret key elements of the change in strategic communication of the Prague capital city implemented through its official destination management organization Prague City Tourism, Ltd., and to analyze the style and direction of communication in 2016-2019, when the wave of overturism grew not only in the Czech capital, but also on an European scale, and communication after 2020, when a new Conception of inbound tourism of the Prague capital city was created in cooperation with the destination management organization Prague City Tourism, Ltd. The theoretical part deals with the definition of strategic communication with a specific focus on the tourism industry. The practical part is focused on the reasons that led to the decision to change the strategic communication of the Prague capital city in the field of inbound tourism, so that it becomes sustainable in the years to come. Furthermore, the results achieved with the launch of initial projects, which are to lead to the stabilization of domestic and foreign tourism in the Prague capital city, so that residents, business subjects and the city can benefit from them.
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Prague City Tourism Organization and Its Importance for Tourism in Prague
Kozár, Jan ; Vaško, Martin (advisor) ; Jarolímková, Liběna (referee)
The aim of this bachelor thesis was to analyse the activities of the Prague City Tourism organization which represents an important business concerning the incoming tourism field in Prague. A particular emphasis was put on the Visitor Services department, especially on the tourist visitor centres which are administered by it. Within the analysis, statistical data on the incoming tourism in Prague from 2015 and 2016 were processed using the comparison method. Within the bachelor thesis, the tourist pass called Prague Card was also presented. In the practical part a S.W.O.T. analysis of the visitor centres was done, based on Prague City Tourism environment knowledge and the secondary data analysis. Furthermore, there was a primary research performed by the author (using mainly the questioning method) which took place in visitor centres in Prague. The figures obtained during the research were evaluated in the thesis as well. An insight into the future of Prague City Tourism was also given in the practical part. Using every piece of knowledge mentioned, several measures were suggested in order to optimize the operation of visitor centres and the Prague Card product.
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Theatre and Incoming Tourism in Prague
Hubálková, Michaela ; KAŠPAR, David (advisor) ; DOLANSKÁ, Nora (referee)
This diploma thesis focuses on the issue of cultural tourism, particularly focusing on Prague theatres and incoming tourism in Prague. This work specifically examines the relationship between these two areas.
The aim of this study is to confirm the hypothesis whether it makes sense to look at theatres in Prague as one of the tools of marketing strategies and promotion of the city in relation to foreign visitors. First part of this work is theoretical. It deals with the definition of culture, performing arts and tourism. This part also examines theoretical approaches to the issue of cultural tourism and cultural tourist.
Practical part of this study includes a survey and interviews in selected theatres and institutions, thematically focused on marketing communication and overall approach to the target group of foreign visitors.
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