Marketingová strategie cestovní kanceláře Canaria Travel

This thesis analyses and evaluates the marketing strategy of the Canaria Travel tour operator. The thesis focuses on literature research, 5C situational analysis and marketing mix analysis supplemented by in-depth interviews with the director and marketing manager. The result of the research is a SWOT analysis showing strengths as well as areas of potential improvement, especially in product innovation and customer communication. Recommendations include innovative marketing activities, improved customer service and differentiation of service offerings in order for Canaria Travel to reach its target group more effectively and increase competitiveness. Specific recommendations relate to human capital, distribution and communication, including extension of the branch network, development of a mobile application and increased activity on social networks. Partnerships, especially charitable activities, are seen as an untapped potential that could enhance brand credibility and awareness of the tour opertor's humanitarian activities.