Online Marketing of C-Travel Inc.

Bc. Laura Hošek, BSBA

Master's thesis

Abstract:

This Diploma Thesis is concerned with Online Marketing in the context of Destination Marketing in the Travel & Tourism Industry. In the theoretical part, there is a collection of data about the given industry as well as important theories tied to respective marketing communications used, particularly focusing on the field of Online Marketing tools and trends. The goal of this Thesis is to conduct an in-depth analysis of a case study company C-Travel, which is a Czech travel service company offering trips to the Canary Islands. Based on an interview with their marketing communications manager and company internal Google AdWords data, it was possible to prove and disprove three different hypotheses. The essence of the data analysis, firstly, refers to the click-through rates comparison of longer lasting PPC day campaigns versus timely limited ones that are valid only for a few hours during the night. Secondly, it deals with the identification if the top conversion paths are mainly influenced by paid search acquisition channels such as PPC and remarketing activities or not, and thirdly, if women tend to be the ones who make most of the final online booking of C-Travel trips or not. In the end, there are recommendations made to C-Travel and its marketing communications, as well as a suggestion of a created sample campaign that respects the outcomes of this Thesis.

Keywords

Canary Islands, Destination Marketing, Destination Marketing Tools, Online Marketing, Tourism Industry, Tourism Marketing, Tourism Marketing Trends, Travel Services.

Language used: English

Date on which the thesis was submitted / produced: 12. 4. 2017

Thesis defence

• Date of defence: 23. 6. 2017
• Supervisor: Ing. Petra Jílková, Ph.D.
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication & Master of Business Administration