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Lecturer(s)
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Kotíková Halina, Ing. Ph.D.
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Rončák Miroslav, Mgr.
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Course content
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" Marketing of the travel business, definition of terms, specifics of marketing for the travel business. Marketing of a travel agency and marketing of a travel destination. " Basic preparations of a project in the area of marketing in the travel business. " Marketing strategies in the travel business. " Marketing analysis in the travel business, sources of data, analyses and research results. " A marketing mix for the travel business. " A product and its characteristics in the travel business. " The role of prices in the travel business. " Distribution in the travel business. " Marketing communication in the travel business. " Current trends in the marketing of the travel business.
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Learning activities and teaching methods
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Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming)
- Preparation for the Exam
- 20 hours per semester
- Semestral Work
- 35 hours per semester
- Homework for Teaching
- 10 hours per semester
- Attendace
- 13 hours per semester
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Learning outcomes
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The course acquaints students with the significance of marketing in the travel business. It points out the differences between marketing in the travel business of a tourist agency as opposed to the marketing of a destination. During the instruction, current trends in travel business marketing, especially in the areas of marketing communication and distribution, are accented. Information about this course was translated to English within the project Internationalization of the Faculty of Physical Culture, Palacký University, Olomouc, No. CZ.1.07/2.2.00/28.0028, co-funded by the European Social Fund and the Government of the Czech Republic.
" Knowledge of the marketing of a travel agency and travel destinations. " Knowledge of marketing analyses and sources of secondary data in the travel business and their use. " The ability to apply marketing tools in the travel business. " Orientation in the possibilities for the financing of projects in the travel business. " The ability to work out a simple project in the area of the marketing of the travel business (an application for financing from the funds of the EU).
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Prerequisites
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No special prerequisities are requested, just to be interested in the content of the course.
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Assessment methods and criteria
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Written exam, Student performance
- Seminar paper. Requirements for the seminar paper will be communicated by email. - Written test.
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Recommended literature
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Další zdroje: www.vzdelavanivcr.cz, zahraniční databáze.
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Harris, J. (2014). Sport, tourism and national identities. London: Routledge.
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Horner, S., & Swarbrooke, J. (2003). Cestovní ruch, ubytování a stravování, využití volného času. Praha: Grada.
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Jakubíková, D. (2009). Marketing v cestovním ruchu. Praha: Grada.
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Kiraĺová, A. (2003). Marketing destinace cestovního ruchu. Praha: Ekopres.
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Kiráľová, A. (2006). Marketing hotelových služeb. Praha: Ekopress.
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Mallen, Ch., & Adams, L. J. (2013). Event management in sport, recreation and tourism. London: Routledge.
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