Marketingová strategie turistické destinace v Plzeňském kraji

Marketing strategy is one of the very important tools that helps a tourist destination to build competitiveness and make the best use of the potential in terms of tourist offer. At the same time, it also has a significant impact on the attendance of the given area. The aim of the thesis is to propose a marketing strategy for a destination located in the Pilsen region. It is a tourist area Český les including Domažlicko and Tachovsko. To fulfill the set goal, both qualitative and quantitative research methods were used - specifically, the collection and analysis of secondary data, an individual in-depth interview and a questionnaire survey, which was further subjected to factor, cluster, frequency and contingency analysis. Using the above-mentioned methods, the work evaluates the overall marketing environment of the tourist destination and, based on this, specific marketing measures are proposed that will contribute to the development of tourism in the territory of Český les.