Analýza internetové marketingové komunikace cestovních kanceláří

Abstract

The theme of this bachelor thesis was an internet marketing communication analysis of selected travel agencies. The aim was to define strengths and weaknesses of the internet marketing communication of Čedok travel agency and its three competitors (Exim tours, Ancora and Mirtour). Two methods of data collection were chosen for this research, observation and questioning. These methods included an observation scenario and online questionnaire. The main conclusion of this research was a discovery that marketing communication of Čedok travel agency is on a very good level. However, in the overall assessment Čedok finished in the second place behind Eximtours. The proposed recommendations were divided into three categories, according to the division used in the observation method, and were consisted of companies' websites, social networks profiles and YouTube accounts.