Pozitivní ovlivňování sféry cestovního ruchu v oblasti marketingu vlivem inovativních technologií

Diploma thesis deals with the positive influence on the tourism sector in marketing due to innovative technologies. The main objective of this work is to acquaint the reader with the basic typology and characteristics of marketing tools, with particular emphasis on selected species, taking into consideration the specificities of the tourism industry and based on the business described company. The whole concept is designed to reflect the very real conditions, focusing on the possibility of using various communication tools in terms of limited financial resources. Assumption is that despite the limited budget for marketing department, which does not allow the use of marketing tools is applying appropriate communications mix to create an effective form of promotion. Another point is the claim that the shift from the concept of "learning organization" to the concept of "mutually learning organization" and build a lasting relationship of partnership, allowing to obtain a competitive advantage.