Diplomová práce / info:eu-repo/semantics/masterThesis
Osoba oponující práci:
This diploma thesis deals with analysis of Slovenian nation branding. The main objective of my diploma thesis is to map the activities connected to nation branding in Slovenia and assess their success using SWOT and Porter's analysis and results of my questionnaire. The sub-objective is to provide recommendation for improvement of Slovenian nation branding. This thesis is divided into a theoretical part, a practical part and an assessment and recommendation for improvement of nation branding campaign I feel Slovenia. The theoretical part is devoted to the characteristics of brand management and nation branding in general, then Slovenian nation branding. At the end of this part, Porter's analysis, SWOT analysis and marketing mix in tourism are described. For the purposes of the practical part, I conducted a survey with the main objective of finding out knowledge about campaign I feel Slovenia and compare it between Slovenians and other nations and also between visitors of Slovenia and others. In the practical part I also describe the methodology of the survey and data analysis. Results of this analysis are the bases for Porter's and SWOT analysis of Slovenia. In the last part, the survey conducted for the purposes of this thesis is compared to a survey made by authors of I feel Slovenia campaign. Recommendations for improvement of the campaign according to the marketing mix are introduced at the end of this thesis.