Marketing Approaches Implementation in Contemporary Tourism Industry

Oleksandra Gladchenko

Diplomová práce

Anotace:

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

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 4. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 7. 6. 2018
• Vedoucí: prof. PhDr. Karel Lacina, DrSc.
• Oponent: Ing. Jiří Šnajdar

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication