Analýza image Norska a Islandu

Abstract

Thesis deals with image analysis of Iceland and Norway. The objective was to find out how these two countries are perceived and distinguished by inhabitants of the Czech Republic. Also preferences concerning decisions about respondents‘ holidays were surveyed. Focus group and online survey were used as research methods. Online survey included polarity profile as it is method of image analysis. Theoretical part is dedicated to the tourism industry and the concept of image, which are related to the issue of destination marketing and management and creation of a positive image of tourism destinations. Thesis contains description of tourism industry development and its prospects for the future period, outbound and inbound tourism in the Czech Republic and description of examined countries - Norway and Iceland are also characterized.