Komunikační strategie podniku v oblasti cestovního ruchu
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Date
2020-11-1
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Abstract
Tato bakalářská práce se zabývá komunikační strategií vybraného podniku v oblasti cestovního ruchu. V první části práce jsou vysvětlena teoretická východiska cestovního ruchu, komunikační strategie a popisuje nástroje komunikačního mixu. V praktické části se práce zabývá stručným představením podniku, analyzuje jeho komunikační strategii, a porovnává ji se strategii konkurence. Cílem praktické části je zhodnocení porovnání komunikační strategie a návrh na optimalizaci komunikačních nástrojů podniku.
This bachelor thesis deals with communication strategy of the chosen company in the tourism industry. The first part is focused on explaining theoretical definition of the tourism and communication strategy used in chosen company. In this part there are also decribed tools of the communikation mix. The second part includes basic information about the chosen company and its communication strategy. The work compares the communication strategy of two main competitors within the same market. In the end the communication tools are evaluated and based on gained information, is suggested optimization of the communication strategy
This bachelor thesis deals with communication strategy of the chosen company in the tourism industry. The first part is focused on explaining theoretical definition of the tourism and communication strategy used in chosen company. In this part there are also decribed tools of the communikation mix. The second part includes basic information about the chosen company and its communication strategy. The work compares the communication strategy of two main competitors within the same market. In the end the communication tools are evaluated and based on gained information, is suggested optimization of the communication strategy
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Komunikační strategie, nástroje komunikačního mixu, online marketing, porovnání, cestovní ruch, Communication strategy, tools of the communication mix, online marketing, comparison, tourism