1.-2. Introduction to the tourism segment and its economic significance, 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 communication strategy and setting KPIs for destination campaigns. 5.-6. Examples of good practice in tourism products and their marketing from the Czech Republic and abroad - emphasis on the use of data, marketing communication strategy, KPIs, and online and offline marketing channels, marketing plan. 7.-8. Destination branding - how to create successful brands in tourism. 9.-10. Assignment of seminar papers and their development: creation of a destination campaign plan, including the definition of the marketing mix: product, promotion, distribution, and pricing + 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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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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JAKUBÍKOVÁ, D. Marketing v cestovním ruchu. 2. vyd.. Praha: Grada, 2012. ISBN 978-80-247-4209-0.
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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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PALATKOVÁ, Monika. Marketingový management destinací: strategický a taktický marketing destinace turismu, systém marketingového řízení destinace a jeho financování, řízení kvality v destinaci a informační systém destinace. Praha: Grada, 2011. ISBN 978-80-247-3749-2.
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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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