Analýza marketingové komunikace kulturní památky

Abstract

The master thesis deals with the analysis of the marketing communication of the cultural monument that consists of a group of monuments situated in the region of Central Spiš. The group of these monuments is located on the cultural-sightseesing way called Gothic Road, that has potential to develop tourism in the east of Slovak republic. The thesis examines the awareness of respondents as well as awareness of the Gothic Road. I try to analyze marketing communication tools and to define positive and negative elements of the current situation of the Gothic Road. The proposals and suggestions of the improvement of marketing communication of the Gothic Road have been made on the base of these results.