Marketingová komunikace v cestovním ruchu
Title Alternative:Marketing communication in tourism
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Date
2006
Authors
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Journal ISSN
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Publisher
Technická Univerzita v Liberci
Abstract
Diplomová práce je zaměřena na marketingovou komunikaci v oblasti cestovního ruchu a to zejména na komunikaci cestovních kanceláří s klienty. Teoretická část práce se snaží přiblížit služby a jejich specifika a dále prvky marketingového mixu modifikovaného právě na sektor služeb. Závěr teoretické části se věnuje komunikačnímu mixu, který popisuje různé formy komunikace mezi cestovní kanceláří a klientem. Nedílnou součástí diplomové práce je praktický výzkum, který byl proveden v cestovní kanceláři {\clqq}travel plus - Lufthansa City Center``. Smyslem výzkumu bylo objasnit používání nástrojů marketingové komunikace a následné zhodnocení jejich efektivity. Na základě zjištěných faktů byly doporučeny možnosti, jak zlepšit marketingovou komunikaci mezi cestovní kanceláří a klienty.
This diploma work deals with the marketing communication in the area of tourism, especially with the communication of travel agencies with the clients. The theoretical part tries to aim to services and their specifications and also the elements of the marketing mix, modified just into the sector of services. The end of theoretical part devotes to the communication mix which describe various forms of communication between travel agency and client. The inseparable part of the diploma work is a practical research which was performed in the travel agency {\clqq}travel plus - Lufthansa City Center``. The purpose of the research was to clear up the using of the tools of the marketing communication and then evaluation of their efficiency. On the principles of detected facts were recommended several possibilities how to improve the marketing communication between travel agencies and clients.
This diploma work deals with the marketing communication in the area of tourism, especially with the communication of travel agencies with the clients. The theoretical part tries to aim to services and their specifications and also the elements of the marketing mix, modified just into the sector of services. The end of theoretical part devotes to the communication mix which describe various forms of communication between travel agency and client. The inseparable part of the diploma work is a practical research which was performed in the travel agency {\clqq}travel plus - Lufthansa City Center``. The purpose of the research was to clear up the using of the tools of the marketing communication and then evaluation of their efficiency. On the principles of detected facts were recommended several possibilities how to improve the marketing communication between travel agencies and clients.
Description
katedra: KMG; rozsah: 80 s., 3 s. obr. příloh
Subject(s)
cestovní kancelář, cestovní ruch, destinace, klient, komunikace, reklama, služba, travel agency, tourism, destination, client, communication, advertisement, service