Návrh marketingové komunikace pro vybranou obec

Abstract

The aim of this master thesis is to propose a marketing communication strategy for the municipality of Karlova Studánka with a primary focus on tourism support. The theoretical part defines the specifics of destination marketing and the DMO model. The practical part analyzes the current state of communication and identifies the main barriers to cooperation through qualitative research (in-depth interviews with key local stakeholders from the municipality, spa, and private sector). The research revealed that the destination suffers from severe communication fragmentation and infrastructural limits, particularly regarding parking capacities. Therefore, the proposal part presents cost-effective measures: the creation of a unified destination portal, the introduction of better offline information logistics, and the strengthening of mutual B2B cooperation.