Marketing and Visitor’s Satisfaction
Marketing and Visitor’s Satisfaction

Summary/Abstract: The aim of the paper is to describe regional marketing as its own applied discipline of regional economics and to illustrate the method of visitors' satisfaction measurement in the field of regional marketing and tourism. Firstly, there are presented term regional marketing, various theoretical approaches, differences between company marketing and regional marketing, history of regional marketing and its applications. There are also demonstrated satisfaction measurement methods with focus on satisfaction pyramid method and Customer Satisfaction Index. In the field part, successful Czech experience with satisfaction measurement in the tourism and key outcomes from satisfaction research are introduced. The main research output is setting factors with the highest level of satisfaction and sinking trend of visitors' satisfaction in last three years. The project was ordered by Moravian- Silesian region to detect information about visitors of region for changing a marketing strategy in tourism.

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