Marketing města Lanžhot v cestovním ruchu

Abstract

The thesis deals with marketing in tourism of the town Lanžhot. The main aim of the thesis is to analyze the marketing of the town, focusing on tourism potential in the town and suggesting its growth in tourism. In the theoretical part of the thesis the main terms of marketing, marketing mix, SWOT analysis, tourism, quality of the services or analysis of both primary and secondary offers of tourism are defined. Further, the thesis focuses on the town of Lanžhot. In the beginning this area is briefly summarized, then the thesis focuses on specific natural, cultural and historical and cultural and social potential of this area. Research is done in tourism superstructure, infrastructure and public infrastructure. The research in the area is supported by the SWOT analysis and questionnaire survey from which some recommendations are made on how tourism activities in town could be increased.