The role and application of market research (qualitative and quantitative) in inbound or domestic tourism industry

Bc. Lev Alimpiyev

Master's thesis

Abstract:

This thesis investigates qualitative and quantitative tourism research. Research was provided with aiming on the Czech Republic. The main goal of this thesis is based on own research suggest improvements for official Czech bodies responsible for promoting the Czech Republic abroad to attract more foreign tourists. The work explores the following hypotheses: tourists from Asia in the nearest ten years will supersede tourists from EU in case of total tourists spending; CzechTourism applies policy based only on Czech cultural heritage, however other factors play a very important role in advertising of the Czech Republic as a tourism destination. The work has merely practical value and is based on the data available on the internet, especially the web pages of CzechTourism and Czech Statistical Office. The study itself is focused on in-depth analysis of the original data. This thesis is based on literature sources of Czech and foreign authors who write about tourism. The second area for literature overview is the description of researches and studies and their methodology, using qualitative and quantitative data. The following scientific research methods were used in the whole thesis: analysis, comparison and statistical methods of research.

Keywords

Tourism, research, destination, marketing mix, CzechTourism, regression, statistical research.

Language used: English

Date on which the thesis was submitted / produced: 8. 8. 2017

Thesis defence

• Date of defence: 25. 8. 2017
• Supervisor: Ing. Jiří Šnajdar
• Reader: PhDr. Ilona Toufarová

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication