Návrh komunikační kampaně mikroregionu v turistickém ruchu

Abstract

The aim of this bachelor thesis is to design a communication campaign for the Osoblažsko microregion in the field of tourism. The theoretical part focuses on marketing communication and the specifics of regional destination promotion. The practical part includes a situation analysis of the microregion, a SWOT matrix, and qualitative research conducted through in-depth interviews with mayors of selected municipalities. Based on the findings, communication objectives, strategies, and specific tools are proposed, along with recommendations for implementation. The final part of the thesis addresses methods for evaluating campaign effectiveness and further development opportunities.