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Evaluation of selected Event
ZÍMOVÁ, Ivana
The thesis deals with the evaluation of the Summer Baroque Festival. The aim is to compare 2 of the 8 festival places, namely Plasy and Tachov, which were selected on the basis of a similar schedule and are compared from the point of view of the structure of the participants, marketing communication, motives for participation, the most interesting part of the festival and the reason for selecting the sites. It also determines the impact of the festival on these places, which is measured in terms of satisfaction and financial aspects. In the context of the issue, the literature was first studied, which dealt with basic concepts such as namely tourism, cultural tourism, events, and event marketing. In the end, the theory dealt with marketing communication. Research within the practical part is divided into two phases: written questioning of festival visitors and online survey of the general public. Based on the results suggestions and recommendations for the organizers are done to make effective use of promotional resources in the coming years and to make the festival attractive to other segments with regard to the current one.
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