Marketingová komunikace destinace Liberecký kraj
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Předmětem bakalářské práce Marketingová komunikace destinace Liberecký kraj je podrobná analýza zabývající se především efektivností a vhodností propagace na internetu a sociálních sítí destinace. V teoretické části práce jsou popsány a vymezeny základní pojmy, které jsou potřeba k pochopení problematiky marketingové komunikace cestovního ruchu a komunikačního mixu, včetně vysvětlení pojmu destinace a management a marketing cestovního ruchu. Tyto pojmy jsou v teoretické části práce rozšířeny o nové trendy v oblasti marketingové propagace. Praktická část práce se pak zabývá podrobnou analýzou marketingové komunikace samotné destinace, jak v offline, tak online prostředí a následně hodnotí její efetivnost a vhodnost na základě sekundárních dat. V rámci spolupráce s oddělením cestovního ruchu Libereckého kraje byl nakonec realizován marketingový výzkum sociálních sítí, na jehož výsledcích jsou postaveny návrhy na optimalizaci online komunikace destinace.
The subject of the Bachelor's thesis on Marketing Communication of the Destination Liberec Region is a detailed analysis dealing primarily with the effectiveness and suitability of promotion on the internet and social media of the destination. The theoretical part of the thesis describes and defines the basic concepts needed to understand tourism marketing communication and communication mix, including the definitions of destination and tourism management and marketing. These concepts are complemented by current trends in the field of marketing promotion. The practical part of the thesis focuses on a detailed analysis of marketing communication of the destination itself, both in the offline and online environment, as well as evaluating its effectiveness and suitability based on secondary data. In cooperation with the Liberec region's Tourism Department, marketing research on social media was finally carried out. The obtained findings are applied in proposals to optimize the online communication of the destination.
The subject of the Bachelor's thesis on Marketing Communication of the Destination Liberec Region is a detailed analysis dealing primarily with the effectiveness and suitability of promotion on the internet and social media of the destination. The theoretical part of the thesis describes and defines the basic concepts needed to understand tourism marketing communication and communication mix, including the definitions of destination and tourism management and marketing. These concepts are complemented by current trends in the field of marketing promotion. The practical part of the thesis focuses on a detailed analysis of marketing communication of the destination itself, both in the offline and online environment, as well as evaluating its effectiveness and suitability based on secondary data. In cooperation with the Liberec region's Tourism Department, marketing research on social media was finally carried out. The obtained findings are applied in proposals to optimize the online communication of the destination.
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Destinace, internetový marketing, komunikační mix, marketing, marketing na sociálních sítích, marketingová komunikace, Communication mix, destination, internet marketing, marketing, marketing communication, social media marketing