Evaluation of the Setting of the Global Promotion of the Czech Republic Destination

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dc.contributor.authorKotíková, Sylvie
dc.contributor.authorPavlů, Karolina
dc.date.accessioned2020-05-06T09:02:56Z
dc.date.available2020-05-06T09:02:56Z
dc.date.issued2020-05-06
dc.description.abstractInternationalisation is an increasingly common strategy for all types of companies across sectors, especially for tourism and destination management. The paper aims to evaluate the effectiveness of the current setting of marketing promotion of selected economies in the global market. The cost benefit analysis method compares the costs of individual international campaigns with the benefits measured by the number of arriving tourists from each target market. The costs and benefits of the internationalisation of the Czech Republic's marketing strategy (based on the CzechTourism data evidence) are subsequently quantified per unit, or how much money was needed to attract one tourist (given the cultural distance between economies) and the total amount of consumer spending of the tourist with the relevant source economy. The analyses showed paradoxically the low efficiency of the international campaign in Austria and Slovakia which, due to the amount of money spent, could not attract enough tourists. The net benefits of these promotions are EUR 74.84 for Austria and EUR 96.52 for Slovakia. On the other hand, the most effective was the campaign in Russia, which brought EUR 301.08 net profit. Marketing campaigns in India and the USA, where net profit exceeded EUR 200, can be considered successful.cs
dc.format.extent7 strancs
dc.identifier.doi10.1051/shsconf/20207401016
dc.identifier.urihttps://dspace.tul.cz/handle/15240/154801
dc.identifier.urihttps://www.researchgate.net/publication/338511837_Evaluation_of_the_Setting_of_the_Global_Promotion_of_the_Czech_Republic_Destination
dc.language.isocscs
dc.publisherE D P SCIENCES, 17 AVE DU HOGGAR PARC D ACTIVITES COUTABOEUF BP 112, F-91944 CEDEX A, FRANCE
dc.relation.ispartof19TH INTERNATIONAL SCIENTIFIC CONFERENCE GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES 2019 - SUSTAINABILITY IN THE GLOBAL-KNOWLEDGE ECONOMY
dc.relation.ispartofseriesSHS Web of Conferences
dc.subjectCULTURAL DISTANCEcs
dc.subjectINTERNATIONALIZATIONcs
dc.titleEvaluation of the Setting of the Global Promotion of the Czech Republic Destinationcs
dc.typeProceedings Paper
local.article.number1016
local.event.edate2019-10-10
local.event.locationRajecke Teplice, SLOVAKIA
local.event.sdate2019-10-09
local.event.title19th International Scientific Conference Globalization and Its Socio- Economic Consequences - Sustainability in the Global-Knowledge Economy
local.relation.volume74
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