Proposal of an online marketing strategy for a selected tour operator

This diploma thesis focuses on the online marketing strategy of a selected tour operator, with a particular emphasis on Generation Z. The aim is to evaluate the current state of CK Mundo’s marketing strategy and propose improvements that reflect the preferences and values of generation Z. The theoretical framework is based on marketing theory, with a focus on online marketing and green marketing in the context of sustainability, as well as insights into the purchasing behavior of Generation Z. Based on a literature review, supplemented by an online questionnaire survey, a situational and marketing analysis and a structured interview with the owner of CK Mundo, a SWOT analysis was developed. Based on these findings, specific recommendations are proposed to enhance the online marketing strategy, with a focus on social media communication, influencer collaboration, content marketing, and the incorporation of co-design elements. The outcome is a communication plan that includes suggested activities, appropriate channels, a timeline and metrics for evaluating effectiveness.