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
Subject(s): Business Economy / Management, Regional Geography, Marketing / Advertising, Tourism
Published by: Masarykova univerzita nakladatelství
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.

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