Development, significance and application of entertainment in marketing communication

In the current hyper-competitive environment of the tourism industry, where supply outweighs demand and customers are overwhelmed with advertising messages, the ability to effectively capture and maintain customer attention becomes a key factor for business success. This thesis focuses on identifying and analyzing marketing tactics that are perceived as the most effective and suitable in the context of today's dynamic era, based on current knowledge and research. The work emphasizes the use of entertainment in marketing communication, specifically through the tool of branded entertainment, whose application and effectiveness as a marketing tool in the field of tourism is analyzed in detail. The work employs a qualitative approach through semi-structured interviews with managers of various types of travel agencies to gain a deep insight into practice and understand the causality of different marketing approaches and opinions. The research reveals key aspects such as the digitalization of marketing, understanding customer needs, future development, and adaptation of marketing strategies. Furthermore, the thesis analyzes the impact of branded entertainment on the success of companies in the tourism industry and examines its suitability for different types of companies. The research findings are synthesized and applied to the design of a specific communication strategy using branded entertainment for the travel platform Worldee, representing a practical application of theoretical knowledge. The work provides a new perspective on the use of entertainment formats in marketing communication in the context of tourism and offers valuable information for managers and experts in this field.