Komparace marketingových strategií destinací Praha a Vídeň

Marketing strategies of tourist destinations represent a fundamental instrument in the effective management and sustainable development of tourism. They also serve as a critical factor in enhancing a destination’s competitiveness and optimizing its potential. The aim of this thesis is to propose improvements to the competitive position of Prague in comparison to Vienna, based on a comparative analysis of current strategic documents – Prague's “S respektem k Praze” and Vienna's “Visitor Economy Strategy 2025.” These two destinations are not only geographically close but also culturally similar. To achieve the objective, a qualitative analysis of secondary data was conducted. First, each document was analyzed individually based on selected metrics, followed by a comparative evaluation. The practical part also includes a discussion comparing strategic documents of other European metropolitan destinations and their approaches to current trends and challenges in tourism. The thesis outcome is a set of recommendations for Prague, aimed at enhancing its competitive position in comparison to Vienna.