Návrh marketingové komunikace města v oblasti turismu

Abstract

This thesis is concerned with marketing communications, regarding the town of Boskovice, concentrated on the tourism sector. The aim of this study is to propose the specific recommendations and suggestions that could lead to the improvement of communication between the town and its visitors. First part describes marketing mix with a deep focus on the current communication tools used by the town to communicate with its residents as well as visitors. Following chapter reviews the theoretical resources related to the city marketing communication as they are necessary in order to complete the study successfully. To achieve the set objectives, I have implemented marketing research which included the collection of both primary and secondary data. The research was focused on the town’s website in particular, specifically on the “tourist” section. This study is concluded with a variety of suggested recommendations that resulted from the conducted research. These recommendations are centred on more effective town tourism marketing communication.