Marketingová komunikace Karlovarského kraje cílená na generaci Z

The bachelor thesis focuses on the marketing communication of the Karlovy Vary Region in relation to Generation Z. The aim of the thesis is to analyse how young people perceive this communication, identify its strengths and weaknesses, and propose recommendations for its improvement. The theoretical part defines marketing communication in the context of regional marketing and the specifics of Generation Z. The practical part is based on a combination of qualitative and quantitative research. The results show that the region’s communication is not sufficiently adapted to this target group and lacks clear strategic direction. Social media were identified as the most suitable communication channels. Based on the findings, recommendations are proposed to improve the effectiveness of the region’s marketing communication.