Marketing Approaches Implementation in Contemporary Tourism Industry

Oleksandra Gladchenko

Master's thesis

Abstract:

In this master's thesis I would investigate the theoretical foundations of tourism marketing and various approaches in contemporary tourism industry. In the theoretical part, I would like to discuss the approaches in marketing of contemporary tourism industry. Namely, consumer behavior approach, market segmentation, targeting and positioning, branding, value chain, clustering, benchmarking, SMM. In the practical part, I would like to focus the attention on a company Tez Tour. I would like to outline the general activity characteristics, describe the communicative policy and enterprise’s usage of social networks for marketing purposes, create SWOT, PESTEL and Porter’s five forces analysis in order to deeply understand what kind of marketing approaches company needs to implement. The following research methods would be used in the work: A. Empirical methods: study of documentation and statistical methods. B. Theoretical methods: theoretical analysis (identification and consideration of individual aspects, features, properties of phenomena).

Abstract:

In this master's thesis I would investigate the theoretical foundations of tourism marketing and various approaches in contemporary tourism industry. In the theoretical part, I would like to discuss the approaches in marketing of contemporary tourism industry. Namely, consumer behavior approach, market segmentation, targeting and positioning, branding, value chain, clustering, benchmarking, SMM. In the practical part, I would like to focus the attention on a company Tez Tour. I would like to outline the general activity characteristics, describe the communicative policy and enterprise’s usage of social networks for marketing purposes, create SWOT, PESTEL and Porter’s five forces analysis in order to deeply understand what kind of marketing approaches company needs to implement. The following research methods would be used in the work: A. Empirical methods: study of documentation and statistical methods. B. Theoretical methods: theoretical analysis (identification and consideration of individual aspects, features, properties of phenomena).

Keywords

Tourism marketing, tourism marketing approaches, branding, value chain, clustering, benchmarking, e-marketing, SMM

Language used: English

Date on which the thesis was submitted / produced: 30. 4. 2018

Thesis defence

• Date of defence: 7. 6. 2018
• Supervisor: prof. PhDr. Karel Lacina, DrSc.
• Reader: Ing. Jiří Šnajdar

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication