Analýza marketingové komunikace cestovní kanceláře

Abstract

This bachelor thesis examines the marketing communication of an anonymous travel agency that specializes primarily in African tours. The thesis seeks to ascertain potential customers' desires and the degree to which they are affected by the company's marketing contact on social media when deciding to purchase a tour and selecting a suitable travel agent. The information gathered is processed and analysed using statistical techniques and methods. The data showed that the studied business needs to expand its marketing efforts, including using the Internet environment. Based on the information gathered and the literature of Czech and foreign writers, appropriate developments in the field of marketing communication are suggested and recommended in light of the current pandemic situation.