| Autor: |
Halaj, Daniel, Giertliova, Blanka, Dobsinska, Zuzana |
| Předmět: |
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| Zdroj: |
Economic & Social Development: Book of Proceedings; 2019, p704-709, 6p |
| Abstrakt: |
The paper focuses on the communication strategy proposal for the tourism development in the chosen Slovak National Museum at the given castle, Slovakia. Using the BCG matrix, we analysed the portfolio of the cultural events, education programs and specialized events offered by the museum. In generally, we used qualitative research with focus on the interview method for obtaining the data in the period 2016-2017. All these public events are strongly connected with the castle history and its environment generated by forest stands with historical admixture of sweet chestnut and yew trees by introduction from the 16th century. The main outputs of this paper lie in the proposal of the individual marketing communication tools to increase the interest of the general public in the cultural heritage of the given area, popularization of the museum activities and to attract lager number of tourists. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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