Studie účinku marketingové komunikace města Tábor v cestovním ruchu

This thesis is focusing on the marketing communication of tourism for the South Bohemian town of Tabor. The aim is to evaluate whether the marketing campaign of tourism in Tabor is at a sufficient level in order to attract as many valuable visitors as possible, and by doing so, to ensure the credible and dynamic development of the town. The first part of the thesis is concentrated on the marketing communication strategy and the specifics of tourism marketing as well as the specifics of destination marketing in general. The actual level of tourism and its related services, together with the quality of marketing communication of Tabor town are also analyzed. In order to evaluate current situation and propose further recommendations, a SWOT analysis was used in the second part, together with a survey. The questionnaire was answered anonymously by the inhabitants of Czech Republic.