PRODUKT CESTOVNÍHO RUCHU A JEHO REALIZACE NA TRHU
TOURISM PRODUCT AND ITS REALIZATION ON THE MARKET

Author(s): Martin Šauer
Subject(s): Business Economy / Management, Marketing / Advertising, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: tourism product; market segmentation; targeting; positioning; destination marketing; marketing communication;
Summary/Abstract: The contribution deals with the development of the tourism product and its marketing. The basic theoretical background of destination marketing is outlined in the first part of the paper. It highlights its key components – creation of product mix, market segmentation, targeting, positioning and marketing communication. The second part of the text is devoted to application of theoretical knowledge in practice. The main issues of destination marketing in the Czech Republic are identified, especially in the context of promoting marketing-oriented projects undertaken by the Regional Operational Programmes.

• Details
• Contents