4. Mezinárodní kolokvium o cestovním ruchu
4th International colloquium on tourism
Contributor(s): Andrea Holešinská (Editor)
Subject(s): Cultural history, Museology & Heritage Studies, National Economy, Business Economy / Management, Economic history, Economic policy, Higher Education , Methodology and research technology, Rural and urban sociology, Economic development, Financial Markets, Marketing / Advertising, Tourism, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: 4th International colloquium on tourism; Zoning and Spatial Planning in Tourism Industry; Socio-economic barriers to the development of tourism; Tourism Management; Prague Castle; museum facilities; Czech Republic;
Summary/Abstract: Proceedings are the output of the 4th International colloquium on tourism that was focused on the current issues in tourism. The major concentration is on research questions covering tourism and research topics.
- E-ISBN-13: 978-80-210-8593-0
- Print-ISBN-13: 978-80-210-8593-0
- Page Count: 211
- Publication Year: 2013
- Language: Slovak, Czech
VÝZKUM ÚZEMNÍHO A PROSTOROVÉHO PLÁNOVÁNÍ V CESTOVNÍM RUCHU
VÝZKUM ÚZEMNÍHO A PROSTOROVÉHO PLÁNOVÁNÍ V CESTOVNÍM RUCHU
(IMPORTANCE OF THE ZONING AND SPATIAL PLANNING IN TOURISM INDUSTRY)
- Author(s):Pavel Attl, Petr Studnička
- Language:Czech
- Subject(s):Environmental Geography, Rural and urban sociology, Tourism
- Page Range:7-17
- No. of Pages:11
- Keywords:tourism; Čelákovice; spatial planning; design competition; zoning plan;
- Summary/Abstract:The article discusses the importance of the zoning plan for spatial planning in tourism. One of the most important documents in the European area is the European Charter for Urban Planning, which determines the basic principles and objectives of urban planning in Europe. In the Czech context, the relationship of urban planning and tourism is historically made in the Tourism Regionalization in Czechoslovakia and in revised form under the title Update Toursim Regionalization in CSR and SSR. On the particular example of Čelákovice, the article introduces readers to the preparation and operating procedure of the processing entirely new zoning plan of Čelákovice taking into account its recreational development areas. These are located along the river Elbe, where are the objects of second homes, cycleways and now the brand new wheelchair accessible footbridge over the river is under construction.
VÝSKUM CESTOVNÉHO RUCHU NA SLOVENSKU
VÝSKUM CESTOVNÉHO RUCHU NA SLOVENSKU
(TOURISM RESEARCH IN SLOVAKIA)
- Author(s):Marian Gúčik
- Language:Slovak
- Subject(s):National Economy, Economic history, Economic development, Transformation Period (1990 - 2010), Present Times (2010 - today), Tourism
- Page Range:18-33
- No. of Pages:16
- Keywords:scientific research; Slovakia; tourism;
- Summary/Abstract:Scientific-research base of the tourism in the conditions of centrally planned economy has broken up after the socio-political changes in former Czechoslovakia in 1989, and significant changes in the organization of the tourism research have been proceeded. In Slovakia the tourism exploitation has moved to the university field, there the triad of the university tasks began to be fulfilled: research – education – service to the society. In the 90s years of the 20th century the scientific-research of the tourism activity was focused mainly on the needs of the education in the conditions of market economy. New university departments of tourism have been founded and the era of funding the research projects from domestic and foreign grants has started. The results of the basic research have been published in the magazines and anthologies, presented at the conferences at home and abroad, used in the education. International cooperation has developed and the interdisciplinarity of the tourism research was supported. Current tourism research is fragmented and uncoordinated. To increase the efficiency of the scientific-research activity in the tourism we suggest the main lines of its exploring.
SOCIOEKONOMICKÉ BARIÉRY ROZVOJE CESTOVNÍHO RUCHU V REGIONECH
SOCIOEKONOMICKÉ BARIÉRY ROZVOJE CESTOVNÍHO RUCHU V REGIONECH
(SOCIO-ECONOMIC BARRIERS TO THE DEVELOPMENT OF TOURISM IN THE REGIONS)
- Author(s):Jan Holeček, Iva Galvasová
- Language:Czech
- Subject(s):Business Economy / Management, Regional Geography, Public Administration, Economic development, Tourism, Socio-Economic Research
- Page Range:34-47
- No. of Pages:14
- Keywords:Tourism; Barriers to Development; Surveys; Citizens; Entrepreneur; Public Administration;
- Summary/Abstract:The article will present partial results from the first two phases of working on a project called "Research socioeconomic potential tourism" (TB010MMR030). This project is funded by the Technology Agency of the Czech Republic for the purpose of carrying out their program of public procurement in research, experimental development and innovation for the government (BETA). The aim of the project is to identify the main barriers endogenous tourism development and design of tools and mechanisms that will lead to more efficient processes in the tourist destination regions. The project focuses on the following topics: 1. Socio-economic structure of the local population and its impact on the activities and processes within the region. 2. Business activity within the region - the structure, the intensity of cooperation. 3. Destination management and activities of the public sector - a tool implementation of state and regional tourism policy.
INOVACE VÝUKY ANGLICKÉHO JAZYKA PRO MANAGEMENT CESTOVNÍHO RUCHU
INOVACE VÝUKY ANGLICKÉHO JAZYKA PRO MANAGEMENT CESTOVNÍHO RUCHU
(INNOVATION OF TEACHING ENGLISH FOR MANAGEMENT OF TRAVEL AND TOURISM)
- Author(s):Jaroslav Kacetl
- Language:Czech
- Subject(s):Foreign languages learning, Business Economy / Management, Tourism, ICT Information and Communications Technologies
- Page Range:48-53
- No. of Pages:6
- Keywords:Travel and tourism; English language; vocabulary;
- Summary/Abstract:There is under way a modernization of teaching of Management of Travel and Tourism at the Faculty of Informatics and Management (FIM). It is based on two projects. The first one, CESKLAPES, develops cooperation between FIM and institutions active in the field of travel and tourism by means of FIM students' internships at these institutions. FIM students should also be trained for internships at foreign institutions, mainly geoparks. The second project, IKLIM, should – among other things – develop FIM students' as well as FIM teachers' knowledge of foreign languages, namely English and German. In teaching English we focus on preparing students for internships abroad, for studying expert literature written in English. We also want them to be able to work and do research in the field of travel and tourism in foreign countries. Our approach is based – among other things – on working with short video reports accessible on the Internet.
TEMPLÁRI AKO NÁSTROJ PRIESKUMU POTENCIÁLU KULTÚRNEHO TURIZMU
TEMPLÁRI AKO NÁSTROJ PRIESKUMU POTENCIÁLU KULTÚRNEHO TURIZMU
(KNIGHTS TEMPLAR AS A TOOL TO SURVEY THE POTENTIAL OF CULTURAL TOURISM)
- Author(s):Peter Kubica
- Language:Slovak
- Subject(s):Cultural history, Business Economy / Management, Tourism
- Page Range:54-57
- No. of Pages:4
- Keywords:Templar knights; cultural tourism; research; potential;
- Summary/Abstract:Knights Templar as a marketing tool can serve not only to present the cultural potential of the regions, but can also be used to conduct a survey of tourists´ behaviour, to get to know a cultural offer, familiarize with competing projects focused on promotion of tourism and to utilize regional peculiarities. The Templar expeditions can be used to carry out research to identify visitors’ needs and their habits in spending leisure time activities.
APLIKACE KVALITATIVNÍCH METOD VÝZKUMU V CESTOVNÍM RUCHU – PŘÍKLAD PRAŽSKÉHO HRADU
APLIKACE KVALITATIVNÍCH METOD VÝZKUMU V CESTOVNÍM RUCHU – PŘÍKLAD PRAŽSKÉHO HRADU
(THE APPLICATION OF QUALITATIVE RESEARCH METHODS IN TOURISM - AN EXAMPLE OF PRAGUE CASTLE)
- Author(s):Tereza Kůsová
- Language:Czech
- Subject(s):Cultural history, Methodology and research technology, Tourism
- Page Range:58-66
- No. of Pages:9
- Keywords:qualitative methods; tourism; Prague Castle; geografy;
- Summary/Abstract:The aim of this paper is to show the possibility of using qualitative research methods in the field of tourism. As an example research conducted at the Prague Castle is used. This research is based on theoretical approaches of cultural geography and anthropology. Theoretical concepts as turistification, commercialization, consumption and commodification of space, McDonaldization and Dysneyization and tourist gaze are applied. The research methods, that have been applied are observation and interviews with the visitors of the Castle. Using above mentioned methods and concepts, we aim to answer seemingly simple questions: „What is the meaning of Prague Castel for different types of visitors? How is this place constructed, by whom it is constructed and how is it understood?“
SEGMENTACE TRHU A MARKETINGOVÝ MIX V CESTOVNÍM RUCHU
SEGMENTACE TRHU A MARKETINGOVÝ MIX V CESTOVNÍM RUCHU
(MARKET SEGMENTATION AND MARKETING MIX IN TOURISM)
- Author(s):Karel Lacina
- Language:Czech
- Subject(s):Business Economy / Management, Financial Markets, Marketing / Advertising, Tourism
- Page Range:67-75
- No. of Pages:9
- Keywords:Marketing; tourism industry; segmentation and its types; positioning; marketing mix 8Ps; packaging; programming; people; partnership;
- Summary/Abstract:The market segmentation together with the marketing mix utilization are playing the significant role in the tourism industry marketing and simultaneously they decide – in a relatively great scale - about the strategies implemented in tourism success or failor. Key types of frequently utilized segmentations including the description of their specific features and ways of their implementation are characterized the article. Moreover elements of the marketing mix 8Ps are explained here.
REFLEXIA VEDECKÉHO VÝSKUMU CESTOVNÉHO RUCHU V DIZERTAČNÝCH A HABILITAČNÝCH PRACACH OBHAJOVANÝCH NA EKONOMICKEJ FAKULTE UMB V ROKOCH 1990 – 2012
REFLEXIA VEDECKÉHO VÝSKUMU CESTOVNÉHO RUCHU V DIZERTAČNÝCH A HABILITAČNÝCH PRACACH OBHAJOVANÝCH NA EKONOMICKEJ FAKULTE UMB V ROKOCH 1990 – 2012
(REFLECTION OF TOURISM SCIENTIFIC RESEARCH IN THE DISSERTATION THESIS AND HABILITATION DISSERTATIONS DEFENDED AT THE FACULTY OF ECONOMICS MATEJ BEL UNIVERSITY IN THE YEARS 1990 – 2012)
- Author(s):Andrej Malachovský, Ľubica Šebová
- Language:Slovak
- Subject(s):Business Economy / Management, Economic history, Higher Education , Transformation Period (1990 - 2010), Present Times (2010 - today), Marketing / Advertising, Tourism
- Page Range:76-84
- No. of Pages:9
- Keywords:Tourism; tourism economy; management and marketing of tourism; business economics; qualification thesis;
- Summary/Abstract:Scientific research is an essential part of the work of each university teacher and a natural part of his qualification growth in doctorate and habilitation procedure. PhD and habilitation thesis reflect the level of knowledge and their own thought processes. Every scientist in his research and publications follows specific basic line of content, which is also a natural result of the qualification growth. Forty-six doctoral and habilitation thesis have been defended from 1990 to 2012 at the Faculty of Economics MBU, of which 33 doctoral and 13 habilitation thesis. Most attention is devoted to the economy and policy of tourism (12), management and marketing of tourism (8), quality in tourism (6), business economy and controlling in tourism (5), business environment in tourism (4). Other thesis has dialed the problems of ecologic management, information systems, strategic management, regional policy and investitions in tourism.
VPLYV KREATIVITY NA ZATRAKTÍVNENIE MUZEÁLNYCH ZARIADENÍ
VPLYV KREATIVITY NA ZATRAKTÍVNENIE MUZEÁLNYCH ZARIADENÍ
(IMPACT OF CREATIVITY ON THE ATTRACTIVENESS OF MUSEUM FACILITIES)
- Author(s):Ema Mišúnová
- Language:Slovak
- Subject(s):Cultural history, Museology & Heritage Studies, Tourism
- Page Range:85-94
- No. of Pages:10
- Keywords:creativity; museum facilities; innovations; visitors;
- Summary/Abstract:Currently, a new source and a major factor in economic development becomes creativity, which is based on a new way of thinking and acting. Many institutions now declare the need for innovation and creativity as a necessary instrument of progress. The aim of this paper is to highlight the innovations and creativity in Slovak museum-environment, which – as it turned out – reports much more growth in interest of visitors than expected.
VYUŽITÍ ANSOFFOVY MATICE V MARKETINGOVÉM MANAGEMENTU DESTINACE (ČESKÁ REPUBLIKA)
VYUŽITÍ ANSOFFOVY MATICE V MARKETINGOVÉM MANAGEMENTU DESTINACE (ČESKÁ REPUBLIKA)
(APPLICATION OF THE ANSOFF MATRIX IN THE DESTINATION MARKETING MANAGEMENT (CZECH REPUBLIC))
- Author(s):Monika Palatková
- Language:Czech
- Subject(s):Business Economy / Management, Marketing / Advertising, Tourism
- Page Range:95-104
- No. of Pages:10
- Keywords:marketing strategy; Ansoff matrix; strategic marketing management; Czech Republic;
- Summary/Abstract:The Ansoff matrix is considered one of the principal tools for marketing strategy formulation. The matrix has been used especially in the private sector, but its application in the destination marketing management in the Czech Republic is rather scarce. With the matrix application starts the formulation of the strategy followed by its elaborating in single geographical markets. Since the product portfolio and market portfolio of the Czech Republic are highly diversified, the marketing strategy of the Czech Republic in the international market is based on the concentrated marketing strategy. Three market groups were identified in the market portfolio according to their importance in the past and in future long-term period. The key product groups were defined in terms of key competitive advantages. The usage of the Ansoff matrix implies further development of market portfolio as well as effective allocation of resources. There are many limits and barriers for proper application of the Ansoff matrix in the practice, esp. the lack of relevant and comparable data.
REFLEXIE VÝSKUMU CESTOVNÉHO RUCHU NA SLOVENSKU VO VEDECKOM ČASOPISE EKONOMICKÁ REVUE CESTOVNÉHO RUCHU V ROKOCH 1993 AŽ 2012
REFLEXIE VÝSKUMU CESTOVNÉHO RUCHU NA SLOVENSKU VO VEDECKOM ČASOPISE EKONOMICKÁ REVUE CESTOVNÉHO RUCHU V ROKOCH 1993 AŽ 2012
(REFLECTIONS OF SCIENTIFIC RESEARCH IN THE JOURNAL ECONOMIC REVIEW OF TOURISM IN PERIOD OF YEARS 1993 ‒ 2012)
- Author(s):Kristína Pompurová
- Language:Slovak
- Subject(s):Economic history, Transformation Period (1990 - 2010), Present Times (2010 - today), Tourism, Source Material
- Page Range:105-112
- No. of Pages:8
- Keywords:Economic Review of Tourism; scientific journal; scientific research; tourism;
- Summary/Abstract:The scientific journal Economic Review of Tourism was created in 1968 and is continuously published by the Faculty of Economics Matej Bel University in Banská Bystrica. It brings out original articles and analytical studies of domestic and foreign authors pointed on the tourism theory development. It creates a space for discussion on topical issues affecting tourism in Slovakia and in the European context. It furthermore provides publication reviews and annotations useful for theoreticians and practitioners of tourism. The journal presents an interdisciplinary approach of scientific study of tourism. In the period of years 1993 ‒ 2012 there were published scientific articles focused mainly on the tourism market, tourism demand and supply, on the management and marketing of tourism companies and destinations, on thequality in tourism and customer satisfaction, as well as on human resources and teaching in tourism, tourism economics and organizational structure in the tourism.
VÝVOJ SYSTÉMU PODPORY CESTOVNÍHO RUCHU ZE STRUKTURÁLNÍCH FONDŮ V ČESKÉ REPUBLICE
VÝVOJ SYSTÉMU PODPORY CESTOVNÍHO RUCHU ZE STRUKTURÁLNÍCH FONDŮ V ČESKÉ REPUBLICE
(DEVELOPMENT OF TOURISM SUBSIDY SYSTEM FROM STRUCTURAL FONDS IN THE CZECH REPUBLIC)
- Author(s):Ondřej Repík
- Language:Czech
- Subject(s):Economic policy, Tourism
- Page Range:113-126
- No. of Pages:14
- Keywords:tourism; structural funds; operational program; tourism policy; public subsidy;
- Summary/Abstract:The article examines systems which are used to reallocate finances from Structural funds to support development of tourism. Structure and management of operational programs, from which tourism is supported, is still subject of debate. The introduction compares basic features of chosen operational programs. Futhermore, it is analyzed which kind of tourism projects have been supported from these operational programs. Subsequently there are identified the main problems which are connected with current implementary structure. Final part consists of possible suggestions how to solve such difficulties.
REAKCIA TRHU CESTOVNÉHO RUCHU V SLOVENSKEJ REPUBLIKE PO ZAVEDENÍ ZÁKONA O PODPORE CESTOVNÉHO RUCHU V PRAXI
REAKCIA TRHU CESTOVNÉHO RUCHU V SLOVENSKEJ REPUBLIKE PO ZAVEDENÍ ZÁKONA O PODPORE CESTOVNÉHO RUCHU V PRAXI
(THE REACTION OF THE TOURISM MARKET IN THE SLOVAK REPUBLIC FOLLOWING THE INTRODUCTION OF THE ACT ON THE PROMOTION OF TOURISM IN PRACTICE)
- Author(s):Peter Sárinec
- Language:Slovak
- Subject(s):Economic policy, Tourism, Commercial Law
- Page Range:127-143
- No. of Pages:17
- Keywords:Development of legal conditions; regionalization law on the promotion of tourism; position tourism organizations; government bonus of organization; use of resources for tourism;
- Summary/Abstract:The paper is a brief review of the Slovak tourism market from the perspective of the development of legal conditions for tourism to the state and local level, in terms of the impact of regionalization and its effects, which has been implemented into law on promoting tourismNo. 91/2010 Col. Will also be evaluated first and immediate reaction beneficiaries in formulating Destination Management Regions, to which the law on promotion of tourism has created conditions. Let's show the impact of new legislation setting conditions on the financial condition of the Regions for the purpose of tourism, or simply, as our resources for tourism worked or not worked in the industry. Part of the work in the region was also a survey of the views of stakeholders and prospective eligible beneficiaries of State-in the position of the respondents. The survey was focused on the effects and impact of the new law to change the underlying conditions in the development of tourism activities and prospective in the form of public-private partnerships in our regions. Also consider the position of the newly emerging tourism organizations in the country and we will show you the layout of the new territorial comparison of regional destinations in Banská Bystrica Region, which is a major causal relation to established status. We also have a SWOT analysis of the law on the promotion of tourism and its impact on the market, and beneficiaries, and a lot of clue and problematic analysis in a simplified form – the problem – the impact, referred to at the end of the post.
REGIONÁLNÍ GEOGRAFIE SVĚTA PŘI VÝUCE GEOGRAFIE CESTOVNÍHO RUCHU
REGIONÁLNÍ GEOGRAFIE SVĚTA PŘI VÝUCE GEOGRAFIE CESTOVNÍHO RUCHU
(REGIONAL GEOGRAPHY OF THE WORLD IN THE TEACHING OF TOURISM GEOGRAPHY)
- Author(s):Jiří Štyrský,
- Language:Czech
- Subject(s):Physical Geopgraphy, Regional Geography, Applied Geography, Tourism
- Page Range:144-150
- No. of Pages:7
- Keywords:Geography; regions; experience; activation; stories; expert guides;
- Summary/Abstract:The aim and the content of the contribution is a reflection on the meaning and concept of modern regional geography of Europe and the world as a training course intended for professionals in tourism. A concept that responds to the new needs in the field of sight-seeing tours.It is especially stressed the importance of applied physical geography and modern conceived the socio-economic and historical and cultural geography.Necessary adjustments are made examples of traits and originalit potentials and attractions, tourism in the various regions.
NÁRODNÍ PAMÁTKOVÝ ÚSTAV – PŘEDPOKLADY PRO TVORBU PRODUKTU KULTURNÍHO TURISMU
NÁRODNÍ PAMÁTKOVÝ ÚSTAV – PŘEDPOKLADY PRO TVORBU PRODUKTU KULTURNÍHO TURISMU
(THE NATIONAL HERITAGE INSITUTE – PREREQUISITE FOR CULTURAL TOURISM PRODUCT DEVELOPMENT)
- Author(s):Šárka Tittelbachová
- Language:Czech
- Subject(s):Cultural history, Tourism
- Page Range:151-165
- No. of Pages:15
- Keywords:Cultural and heritage tourism; tourism product development; management of cultural cities; protection of national heritage;
- Summary/Abstract:The National Heritage Institute (NHI) is a professional and research organization of State monument care with nationwide powers. It also manages the group of 104 cultural sites with the high potential for tourism. At the beginning of 2013, the reorganization was completed and it was achieved the clear separation function of professional organization State monument care and research activities from the state administration, reconstruction, accessibility and presentation of administered cultural heritage. The historical monuments have the chance to be involved in the development of tourism products and should not be considered in isolation. The article presents the results of a survey of selected monuments in the administration of NHI, which indicate the need to develop the activities aimed at greater connection with the expansion and promotion of tourism and subsequently to the formation of cultural tourism products. In conclusion, there is the proposed model cooperation of NationalHeritage Institute with NTO CzechTourism for strengthen the socio-economic benefits file of National monuments in terms of tourism and for expressive participation NHI to the marketing activities tourism at national and regional level.
ROZVOJ TERMÁLNÍCH PARKŮ V ČESKU
ROZVOJ TERMÁLNÍCH PARKŮ V ČESKU
(THE DEVELOPMENT OF THERMAL PARKS IN CZECHIA)
- Author(s):Jiří Vágner
- Language:Czech
- Subject(s):Business Economy / Management, Health and medicine and law, Tourism
- Page Range:166-173
- No. of Pages:8
- Keywords:Tourism; Czechia; thermal park; wellness;
- Summary/Abstract:The contribution introducers the research, supported by the International Visegrad Fund, focuses on development factors of thermal parks in the Visegrád Four countries. Thermal parks in Czechia are just being in the stage of initiation, to the contrary of better facilitated Hungary, Slovakia and Poland. It is associated both with the natural potential both the development trends of health and wellness tourism. Four running and under construction thermal parks in Czechia are analyzed as well as possible perspectives and impacts on local and regional development and tourism sector as the whole.
POSTAVENÍ MOBILNÍCH TECHNOLOGIÍ NA TRHU CESTOVNÍHO RUCHU
POSTAVENÍ MOBILNÍCH TECHNOLOGIÍ NA TRHU CESTOVNÍHO RUCHU
(THE POSITION OF MOBILE TECHNOLOGIES IN THE TOURISM MARKET)
- Author(s):Martin Vaško
- Language:Czech
- Subject(s):Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
- Page Range:174-184
- No. of Pages:11
- Keywords:tourism; internet; mobile technology; eTourism; mTourism;
- Summary/Abstract:The convergence of information technology, the Internet and telecommunication industry has generated massive changes in the tourism industry field. Due to expressive growth of penetration of the internet have occurred expressive growth of E-Tourism in the last decade. The mobile internet and the mobile technologies have become the crucial aspect of development. The results of multiple studies confirms that the mobiles and tablets have become integral part of our lives and showed us that people are using more mobile devices than classic computers. This year, the share of m-Tourism is going to amount more than 10 milliard dollars according to contemporary estimations and has significant growth potential into the future. Technological changes are strongly influenced by the behavior of consumers. These changes bring with them larger level of individuality and mobility in the field of consumer access to information and services. The contemporary changes are also marked by the integration of technologies into comprehensive solutions - applications that brings to consumer a whole new value. The growing power of the Internet, mobile technology and smart phones has offered new advertising forms in tourism and hospitality industry.
ROZVOJ CESTOVNÍHO RUCHU VE VYBRANÝCH DESTINACÍCH MORAVSKOSLEZSKÉHO KRAJE V KONFRONTACI S MEZINÁRODNÍMI TRENDY
ROZVOJ CESTOVNÍHO RUCHU VE VYBRANÝCH DESTINACÍCH MORAVSKOSLEZSKÉHO KRAJE V KONFRONTACI S MEZINÁRODNÍMI TRENDY
(THE DEVELOPMENT OF TOURISM IN SELECTED DESTINATIONS OF THE MORAVIAN-SILESIAN REGION IN CONFRONTATION WITH THE INTERNATIONAL TRENDS)
- Author(s):Vladimír Vavrečka
- Language:Czech
- Subject(s):Business Economy / Management, Regional Geography, Marketing / Advertising, Tourism
- Page Range:185-205
- No. of Pages:21
- Keywords:tourism; marketing management; tourism trends; destination management; synergistic marketing;
- Summary/Abstract:Tourism and its development remain the long-term self-professed priorities of many countries, states, regions, counties, or otherwise administratively defined destinations. The success of real tourist destinations is subject to a wide range of requirements, among which are proclamations and political programs of the less important ones. Perhaps even more than before the global economic crisis of 2008 - 2009 marketing and marketing intelligence played a role in achieving success in target markets. In the Czech Republic, a country long recording "no growth" period, with all the economic and social impacts, a country where tourism is still not in the balance of interests of the public and private sectors and the level of professionalism of its management is still far behind countries with developed tourism (Austria, France, United Kingdom, etc.), is the need of quality and synergistic marketing more acute. This is reflected in the implementation of the marketing strategy of destinations in the Moravian-Silesian Region and confrontation with the international tourism trends enhances their differentiation.