1.-2. Introduction to tourism industry and its economic importance, familiarization with basic concepts and the relationship between destination management and destination marketing. 3.-4. Creation of tourism products based on strategic management and data management, emphasis on product/destination marketing communications strategy and KPI setting of destination campaigns. 5.-6. Examples of good practice of tourism products and their marketing from the Czech Republic and abroad - emphasis on the use of data, marketing communication strategy, KPI, and online and offline marketing channels, marketing plan. 7.-8. Destination branding - how successful brands are created in tourism. 9.-10. Assignment of seminar papers and their elaboration: creation of a destination campaign plan including definition of the marketing mix: product, promotion, distribution and price + other related topics. 11.-13. Presentation of seminar papers, feedback.
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AKTAŞ, Gürhan a KOZAK, Metin. International case studies in tourism marketing. Routledge International Case Studies in Tourism. London: Routledge, 2022.
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CLARE, I., MINNAERT, L. Tourism Management an Introduction.. SAGE Publications Ltd.,, 2018. ISBN 9781526423894.
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FESENMAIER, Daniel R. a XIANG, Zheng. Design science in tourism: foundations of destination management. Tourism on the verge. Switzerland: Springer, 2017. ISBN 9783319427737.
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GEORGE, Richard. Marketing tourism and hospitality: concepts and cases. Cham: Palgrave Macmillan, 2021. ISBN 9783030641108.
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MORRISON, Alastair M. Marketing and managing tourism destinations. Second edition. London: Routledge, 2019. ISBN 978-1-138-89729-8.
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ORIADE, A., ROBINSON, P. Rural tourism and enterprise: management, marketing and sustainability. Wallingford: CABI, 2017. ISBN 9781780647500.
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RAY, Nilanjan; DAS Dilip Kumar a KUMAR, Raj. Tourism marketing: a strategic approach. Toronto: Apple Academic Press, 2017. ISBN 9781315341644.
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