Efektivita destinačních marketingových kampaní na příkladu Německé turistické centrály.

Autor:	Tichá, Martina
Jazyk:	čeština
Rok vydání:	2015
Předmět:	metodika hodnocení destinačních kampaní destinace destination campaign efficiency destination Německá turistická centrála Traditions and Customs The German National Tourist Board Tradice a zvyky efektivita destinační kampaně methodology for assessment of destination campaigns
Druh dokumentu:	masterThesis
Popis:	The diploma thesis focuses on the issue of evaluating the efficiency of destination marketing campaigns that is becoming increasingly important in relation to the incresing competition on the tourism market and the changes in the system of setting public support in this sector. The theoretical part deals with the concept of tourism destination, possibilities of marketing communication for national tourist organizations and describes the evaluation of the campaigns efficiency according to the methodology of VisitBritain. The practical part focuses on the activities and strategy of The German National Tourist Board (GNTB) and its main campaign for the year 2015- Traditions and Customs. The aim of this thesis is especially the testing of the methodology for assessment of destination marketing impact developed by the VisitBritain and the following adjustment of the methodology based on the results of the survey and the evaluation of the campaign.
Databáze:	Networked Digital Library of Theses & Dissertations
Externí odkaz:	http://www.nusl.cz/ntk/nusl-206339 Zobrazit plný text záznamu