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Developing Destination Marketing Strategy for Success (The Case of the Czech Republic)

Alzbeta Királová, Andrej Malachovský

Abstract: The paper formulates, and using a host of statistical data and their analysis also proves the thesis that the lack of tourism marketing strategy may affect both, the inbound and domestic tourism in thedestination. The paper compares the Czech Republic´s and Austria´s results in the development of the domestic and inbound tourism market. The significance of tourism for the Czech Republic's economy is relatively high, but it is not a dominant sector. Tourism contributes to Czech gross domestic product approximately three percent. In Austria, where tourism forms an important part of economy, tourism contributes to GDP approximately five percent. The destinations were subject to research using secondary data. The results of time series analysis of selected data were subjected to evaluation. Spearman´s correlation coefficient was used to measure the strength of dependence between the development of the domestic and inbound tourism in both destinations. Recommendations for the Czech Republic tourism marketing strategy development are formulated based on the results of the analysis.

Additional Info

  • Author(s) Name: Alzbeta Királová[1], Andrej Malachovský[2]
  • Author(s) Affiliation: [1]University of Business in Prague, Prague, Czech Republic, [2]Department of Tourism and Hospitality, Faculty of Economics, Matej BelUniversity,Banská Bystrica, Slovakia
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: tourism destination, strategy, competitiveness, governance
  • Article Type: Research
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