Possibilities for the use of marketing communication by German companies in the field of wine tourism

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F17%3A00004774" target="_blank" >RIV/46747885:24310/17:00004774 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Possibilities for the use of marketing communication by German companies in the field of wine tourism
Original language description
This paper is based on research that defined the basic areas of wine tourism, marketing communication and economic impacts on German businesses. This was followed by primary research conducted in the Czech Republic. The partial objectives were to find out what kind of people are engaging in wine tourism, how respondents perceive the German wine regions and how they would like to get information on the possibilities of visiting Germany. The main objective was to design an optimal communication mix for each identified target group. Proposals mainly concerned strategic decisions to help businesses better communicate their offer. Three groups of potential clients were identified, to which the communication strategy was addressed. The contribution is beneficial both in the presentation of wine tourism and above all as a possible guide for German companies to correctly inform tourists about their products and services.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
opportunities and treats to current business management in cross-border comparison 2017
ISBN
978-3-86367-051-1
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
173-181
Publisher name
GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling
Place of publication
Chemitz
Event location
Plzeň
Event date
Jan 1, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000426794300020

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