Využití emocí v marketingu CK

This thesis deals with the use of emotions in the marketing communication of travel agencies. The thesis aims to evaluate the importance of emotions in the marketing communication of travel agencies for Greek destination in the last stage of the post-tour purchase process, when customers evaluate their tour and can decide about their next holiday. The objective is achieved by analyzing the imagery used in the marketing communication of destination Greece. The thesis also determines its effectiveness in evoking emotions that can influence the decisions of potential visitors. Based on this analysis and the overall evaluation of the research, it is suggested how travel agencies can make advertising more effective for building customer loyalty . Facial Action Coding System (FACS) measurement was used to capture emotions, which allows detailed analysis of respondents' facial expressions. This research was complemented by structured interviews, which provided qualitative data and helped to gain a deeper understanding of the impact of each image on the emotional responses of respondents. Results showed that the most frequently evoked emotions were joy and surprise, while negative emotions such as fear or anger were not expressed. The image of Santorini was the most positively evaluated, as it was perceived by the respondents as real and easy to remember due to its aesthetic value and symbolism of Greek culture. On the other hand, the least effective was the photo of the family, which seemed artificial and unrealistic. At the same time, humor was identified as one of the important emotional appeals that affect its memorability and the positive emotions which associated with it. Photographs that depict symbols of Greece are also effective. These include white and blue buildings, typical food, or beaches that respondents easily associate with the destination. To conclude, emotions play a key role in the final stage of the buying process, and thanks to that significantly influence the loyalty of clients considering returning to Greek destination. Therefore, it is important for travel agencies to create advertisements that evoke positive emotions, evoke positive memories of the destination, and are funny and easy to remember. Such advertisements encourage repeated visits to the destination and can attract new customers based on positive reviews from the travel agency´s clients. The proposal for a travel agency is to use research for their advertisement campaign. Due to that emotions are not always strongly evident, it would be interesting to complement any future research with additional measurement methods to capture individual emotional responses.