Statliga turistbyråers marknadskommunikation
en jämförande studie om den Tyska och den Tjeckiska turistbyråns verksamhet på den svenska marknaden
MarknadskommunikationMarknadskommunikationsverktygStatliga turistbyråerTyska TuristbyrånTjeckiska Turistbyrån
In many of the world's countries, there is a national organization responsible for marketingthat country as a tourist destination. Through their offices, these organizations work towardsthe creation of effective strategies and a deeper understanding of local markets. Usingqualitative methods such as interviews, observations, and thematic analysis, we managed toinvestigate how the Czech and the German national tourist offices operate, and whatstrategies they are implementing to increase the volume of tourism. The study focused on theanalysis and comparison of the organizations' goals and communication channels.The results show that the investigated tourist boards operate in a similar manner with smalldifferences concerning choice of strategies and communication channels. These discrepanciescan be partly explained by differences in the organization's ownership forms and theconsequences that follow that fact. Both countries' tourist offices base their work onconsistent use of the selected marketing strategies that should lead to direct or indirectimprovement of the destination image. Material was analyzed with the help of relevanttheories concerning marketing communication which assisted us in understanding the studiedphenomenon.