Návrh zvýšení atraktivity mikroregionu

Abstract

The aim of this paper is to suggest such solutions, which would raise the appeal of the association of municipalities in the central Haná microregion. The marketing research was done via questionnaire, semantic differential and SWOT analysis. The research was targeted mainly at the visitors of the microregion, who contributed to primary data. The information used for the evaluation of the SWOT analysis came from the secondary data. The theoretical part describes the specifics of marketing in the non-profit sector and the specifics of the destination, tourism in general and the characteristics of the association of municipalities in the central Haná microregion. The next part deals with the methodology of research and with the analysis of the research results. The last part contains possible suggestions on the basis of the research analysis. These suggestions can be helpful in the decision making process of the microregion leadership in all the areas related to microregion’s appeal.