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

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50603 - Organisation theory

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

opportunities and treats to current business management in cross-border comparison 2017

ISBN

978-3-86367-051-1

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

173-181

Název nakladatele

GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling

Místo vydání

Chemitz

Místo konání akce

Plzeň

Datum konání akce

1. 1. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000426794300020