Conference papers (KMO)

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http://hdl.handle.net/11025/31279

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Showing 1 - 20 out of 53 results

Divided by a Border, United by History: Comparing Czech and Slovak Perceptions of Hotel Social Media Marketing
(University of West Bohemia in Pilsen, 2025) Pichlík, Lukáš; Janeček, Petr; Turchyn, Liuba
In recent years, social media has become a crucial tool for the marketing communication of accommodation services and significantly influences guests’ decision-making processes. Its role is even more pronounced during times of crisis, when hotels face increased demands to provide timely and transparent information. The importance of social media marketing continues to grow in the hospitality industry. This paper aims to identify differences in how Czech and Slovak users perceive hotel communication on social media, the types of information they seek, and the extent to which this content supports their reservation decisions. A quantitative survey was conducted on a representative sample of the Czech and Slovak populations (n = 2000; 1000 in the Czech Republic and 1000 in Slovakia). The results of the comparative analysis reveal both similarities and subtle differences between the Czech and Slovak markets. Although a statistically significant difference was found in the types of content influencing booking decisions, the practical significance of this difference is small. Analysis of the Czech market revealed significant age-specific preferences, with younger users (18–29 years) showing the highest engagement with modern content and the lowest resistance to social media influence. In contrast, older generations (40+) strongly prefer user reviews and simultaneously exhibit high levels of skepticism. In the Slovak market, a strong positive correlation was identified between the frequency of checking hotel profiles and the degree of influence on booking decisions, with active users being significantly more receptive to marketing content than passive or inactive users. The paper offers a comparative perspective on both countries and initiates a discussion on how hotels can tailor their marketing communication to the distinct preferences of Czech and Slovak clientele.
University branding for generation Z: A systematic literature review of effective communication in higher edication
(University of West Bohemia in Pilsen, 2025) Newton, Kateřina
Abstract: As Generation Z emerges as the dominant demographic in higher education, universities face challenges in developing branding strategies that resonate with young adults’ values and communication preferences. This systematic literature review examines current research on university branding directed at Generation Z students, building on foundational work in higher education brand communication (Chapleo et al., 2011). The study seeks to clarify key factors shaping Generation Z’s perception of university brands and to highlight research gaps in this evolving field.Following PRISMA guidelines, this review systematically searched the databases for peer-reviewed articles published between 2011 and 2025, focusing on university branding and Generation Z student behavior. The methodology combines bibliometric analysis using descriptive statistics to map publication trends and citation patterns, alongside thematic synthesis of branding strategies and effectiveness measures. The findings reveal temporal trends in branding research directed at young adults and identify predominant approaches emphasizing authenticity, digital engagement, and value-driven communication. The study demonstrates how universities are adapting their branding to meet Generation Z's expectations, while also exposing significant research gaps in Central and Eastern European contexts.This research contributes to higher education marketing literature by offering a structured overview of Generation Z university branding knowledge, identifying critical research gaps, and strengthening the theoretical foundation for understanding young adults' engagement with university brands in digital environments.
Main Visitor Segments in the Karlovy Vary Region. What Is the Role of Cross‑Border Tourism?
(University of West Bohemia in Pilsen, 2025) Cankov, David; Janeček, Petr; Janečková, Veronika; Říkovský, Josef
The German market has long represented the most important source of tourism for the Karlovy Vary Region, both in terms of visitor numbers and their economic contribution. This paper focuses on identifying and profiling visitor segments in the Karlovy Vary Region using cluster analysis. The analysis is based on data from the “Tracking Visitors to the Karlovy Vary Region” survey, conducted by CzechTourism. Methodologically, a two-step approach was employed, combining hierarchical cluster analysis (Ward’s method) with the K-means algorithm, with the optimal number of clusters determined to be four. The results revealed two clearly defined visitor segments, dominated by German tourists: short-term “Tracking Visitors to the Karlovy Vary Region” survey. By applying a two-step cluster analysis that combines hierarchical and K-means methods, the study aims to identify key patterns of visitor behavior and assess the role of German cross-border tourism in the region’s performance. The results aim to provide practical implications for destination management, particularly in the areas of marketing communication, product development, and service adaptation to major visitor segments.
Krize a hotelový marketing: Obsahová a sentiment analýza facebookové komunikace českých hotelů
(Vysoká škola polytechnická Jihlava, 2025) Pichlík, Lukáš; Janeček, Petr
Tento článek se zaměřuje na analýzu komunikace českých hotelů na sociálních sítích během krizových období. Cílem je zhodnotit, jak se mění obsah a frekvence příspěvků na Facebooku v období krizí (COVID-19 a energetická krize) ve srovnání s obdobím bez krize. Využita byla kombinace kvantitativní obsahové analýzy a analýzy sentimentu. Výzkumný vzorek tvoří 7 344 příspěvků z 30 hotelů ve 7 krajích ČR v letech 2019–2023. Data byla analyzována pomocí softwaru SPSS Modeller a ACREA Text Mining. Výsledky ukazují rozdíly v používání klíčových slov a proměnlivost v reakcích uživatelů v závislosti na typu krize. Studie nabízí doporučení pro efektivní krizovou komunikaci v hotelnictví.
The Relationship between Corporation Social Responsibly and Brand Value from the Employee's View: case study of SMEs in Hospitality in Ho Chi Minh City, Vietnam
(Nhà xuất bản Tài Chính, 2024) Doan, Hung Dang Phi; Vuong, Hung Quoc; Nguyen, Thach Thanh Ngoc
Strengthening corporate social responsibility (CSR) activities is crucial for enhancing a business's BV. The purpose of this study is to investigate the relationship between corporate social responsibility (CSR) and the BV of small and medium enterprises (SMEs) in the hospitality of Ho Chi Minh City (HCMC), Vietnam from the employee's view. A quantitative research method was used by the authors in this study. Based on an overview of previous studies, secondary data was synthesized, and a survey questionnaire was developed. The questionnaire was distributed to leaders of SMEs in hospitality and the primary data was formed. A total of 217 respondents. After using a linear regression analysis tool, the results of primary data analysis show that five cognitive aspects of CSR affect Brand Value including Community, Customers, Employees, Legal and ethical, and Shareholders. The study aims to provide insights and recommendations on CSR activities and brand equity.
Human Resource Sustainability and Digital Transformation: Exploring the Role of Key Actors
(Technical University of Liberec, 2023) Eger, Ludvík; Egerová, Dana
Digital transformation changes economy and society, makes significant changes in people’s life and can have both positive and negative consequences for individuals, organisations and society. To the success of digital transformation, the human factor is more important than the technology itself. This research survey focuses on the human perception of support needed from different actors for their adaptation towards digital transformation. The quantitative research in the form of a questionnaire survey was carried out using an online panel. The respondents for the questionnaire survey were adult people living in the Czech Republic (n = 1000 from generations Baby Boomers, X and Y). The questionnaire design was inspired by the OECD Risks That Matter Survey 2020. The research focuses on what role different actors play in addressing negative impacts of digital transformation. The findings show that the highest level of responsibility was given to the Czech government, followed by firms and public administration. Conversely, lower levels of accountability were attributed to nonprofit organisations and trade unions, but surprisingly also at the individual level. The findings further found no significant effect on the perception of responsibility of government, firms and public administration, nonprofit organisations and trade unions for gender, education, nature of work and type of generation. However, we identified differences among groups in their assessment of responsibility on an individual level. Findings are important for decision-makers that should be responsible for peoples’ transformation in the context of digital transformation.
Fairtrade Town Certification in the Czech Republic
(Technical University of Liberec, Faculty of Economics, 2023) Hommerová, Dita; Krylová, Marie
This article presents the topic of Fairtrade Town certification, the conditions associated with obtaining it and the potential for its holders. Quantitative research was carried out on the example of a selected Czech town in order to determine the awareness of the town and its surrounding area about the Fairtrade label as such and the potential willingness and interest to support the town's application for Fairtrade Town certification. Furthermore, a benchmarking analysis of existing Czech Fairtrade towns was prepared. The results of the research were then used for suggestions that can help the selected town to become a successful applicant for Fairtrade Town certification and for other Czech towns as a possibility to steer their future, taking into account the implementation of sustainable development goals, where the Fairtrade issue clearly belongs. The results of the research have shown that the residents of the town, and in their perception the town as such, are not yet ready for the process of Fairtrade Town certification and its active implementation. However, due to the growing interest in this topic and the marketing and communication activities of various stakeholders, it can be expected that in the short or medium term the selected town will be able to apply for Fairtrade Town certification.
Digital Inclusion and Exclusion and Development of Human Resources in European Countries
(Springer, 2024) Eger, Ludvík
Digital transformation has large effects on people´s lives in European coun-tries. ICT competencies and access to the Internet and new media are key pre-conditions for citizens in these countries and their ability to use e-services every day, and to be successful in a dynamic changing labour mar-ket. The study investigates opportunities for the development of the EU countries in the context of digital transformation. The selected indicators were used to compare EU 27 countries. The basic key performance indicator is GDP per capita. This indicator corresponds very well with the ranking of countries according to the human development index and, surprisingly, In-ternet penetration achieves a similar effect. Next, the correlation of GDP per capita with ISCED 5-8 was higher than the correlation of GDP per capita with the CEDEFOP index, both results can be considered a moderate asso-ciation. Special attention is paid to Germany, Spain, Poland and the Czech Republic and the changes in their position in selected indicators in the con-text of the EU 27. The results show that it is necessary to pay attention not only to citizens who achieve higher education, but also to the group of young people who, for various reasons, do not complete the educational process. Further and more detailed research on digital inclusion is needed.
Tourism Destination Satisfaction and Loyalty of Domestic Visitors: The Case of Spa Destination Mariánské Lázně
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Štumpf, Petr; Dryáková, Kristýna
Tourism destination satisfaction represents an essential indicator of destination performance and can be considered as a source of competitive advantage of a destination. The objective of this study is to investigate the relationship between satisfaction of domestic visitors and their loyalty to the spa destination of Mariánské Lázně. This study analyses this relationship in forms of intension to revisit the destination and intension to recommend the destination. Moreover, the aim was also to investigate if there is a difference between first-time visitors and repeat visitors from the viewpoint of their satisfaction to the destination of Mariánské Lázně. Surprisingly, the results show no significant relation between visitor satisfaction and their revisit intentions. However, moderately strong dependence was found between visitor satisfaction and intention to recommend the destination. Furthermore, there was found no significant difference between first-time visitors and repeat visitors taking their satisfaction into consideration.
The conditions for retail business in the countryside - the case of South Bohemia
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Cimler, Petr; Ondráček, Jan
The paper focuses on the results of an investigation into the buying behaviour of customers in a selected small town in the peripheral rural environment of the Czech Republic, presents the reasons for and benefits of shopping for rural residents in towns, and the benefits of shopping in the place of residence or over the Internet. The aim of the research was to identify the context of the buying behaviour of customers in a small rural town in the South Bohemian region when buying food in the place of residence and outside the place of residence, and in doing so to articulate the prerequisites and conditions of the retail business. A questionnaire and a case study were used as research methods in order to obtain data for analysis. The main finding of the research is that peripheral rural locations are able to retain their customers even when faced with the competition of multinational chains.
What motivates Czech rural retailers? A qualitative study from an unfavorable entrepreneurship environment
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Sadílek, Tomáš; Cimler, Petr; Kunešová, Hana
Rural retail is a concept that has significant benefits for local society in countryside locations. To shape the appropriate conditions for the development of this generally beneficial phenomenon, we need to ask what motivates rural entrepreneurs to give priority to sustaining their business in small Czech villages with less than 1,000 inhabitants. No previous studies were focused on the external and internal factors that influence the entrepreneurial sustainability of rural retail in Czechia. Through a qualitative approach, this study aims to explore the motivation to keep being a rural retail entrepreneur in the unfavourable conditions of Czech rural retail. The summary results of a qualitative study among 30 rural retail entrepreneurs supported by the presentation of five case studies describe how rural retail entrepreneurs face obstacles and how they perceive the gradual changes in the retail market and changes in consumer behaviour. We also identify the most significant external and internal factors that influence a rural retail entrepreneur and show how the motives intersect.
Using digital marketing to present the Šumava and Bayerischer Wald National Parks
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Prantl, David; Turchyn, Liuba
National parks are key to tourism and attract large numbers of people who are important for local businesses. Šumava and Bayerischer Wald are among the most important national parks in the Czech Republic and Germany. These national parks are divided by the border. The division allows us to analyze the diversity of marketing activities presenting the same nature in completely different regions. The purpose of this research is to explore the use of social media and websites in the official (supported by the state) marketing communication of Šumava and Bayerischer Wald National Park. Furthermore, the secondary goal is to describe the differences in the use of these tools on both sides of these national parks. The study contributes to a better understanding of marketing-related activities of national parks. A comprehensive literature and meta-content analysis were conducted to achieve this article's research aim and objectives. A quantitative approach was employed to evaluate the effectiveness of the websites of Šumavaand Bayerischer Wald National Parks, addressing three specific research questions. The most cited problem with using websites is that the data may not be representative of all park users. We synthesize our findings, identifying gaps and opportunities for future research and presenting a set of best practices for using digital marketing.
Tourists segments of visitors to Šumava
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Janeček, Petr; Cafourková, Kateřina; Pichlík, Lukáš
Understanding the needs of visitors and their motives for visiting a destination is a fundamental need of destination marketing. Segmentation is one of the basic strategic tasks of destination management. Choosing the right segment and understanding it is a strategic task, as discussed in the literature. This study focuses on visitors to Šumava. Based on a questionnaire survey of 1110 respondents, it creates a profile and basic characteristics of visitors to Šumava. The results of the research are mainly useful in the practice of destination marketing in the creation of marketing products, marketing communication. The results can help in the effective allocation of resources to individual activities. As well as to reveal possible problems in visitor satisfaction. The research results can also be used for the purposes of sustainable development of the Šumava destination.
Travel risk perceptions before and today: A case study for the Czech Repubic
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Janeček, Petr; Pichlík, Lukáš; Wágnerová, Tereza
Safety is the basic premise for the realization of tourism. The risk of danger or other harm is fundamental for tourists. Destinations feel the same way, which is why there are safety signs, such as Safe Destination, which assure tourists that it is safe to come. Many international organisations and communities (e.g. UNWTO) also report on safety and the safety situation. This paper looks at risk perceptions and how they change over time in general. The aim of the paper is to compare the declared perceived risks in the past with the perceived risks during their possible occurrence. Contribution try to highlight a research gap in the perception of risk differences over time in general not in particular tourism segment. The research was conducted on a sample of 1000 respondents in 2021 and 2022 and examined risk perceptions and their changes before the COVID-19 pandemic and in 2021 and 2022. The results suggest that risk perceptions decrease with longer time since the existence or occurrence of the risk. The results of the paper indicate important issues affecting international tourism in the context of the Central European area, specifically on a sample of Czech tourists.
Current research of the significance of non-profit organizations´ brands in the Czech Republic following the German example
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Hommerová, Dita; Alaimo, Salvatore; Martinčíková Sojková, Olga
The planned research on the significance of branding for non-profit organizations in the Czech Republic is inspired by the research conducted by Prof. Dr. Silke Boenigk and Dr. Rer. Pol. Annika Becker from the University of Hamburg. Their research aimed to contribute in three areas. First, despite the growing awareness of the importance of branding in the non-profit sector, knowledge about approaches to assessing the strength of non-profit brand equity is limited, and most findings originate from surveys in the commercial market and consulting firms. Second, among the few existing academic studies on stakeholder perceptions of the brand, almost all are based exclusively on for-profit models without any non-profit context. Third, most academic studies on stakeholder-based branding in the non-profit sector have provided measurements based on one or a few selected non-profit brands. The international group of authors plans to obtain a representative sample of the Czech population, with a total of N=1000 respondents. To evaluate the obtained results, the authors will employ the same methodology as used in the German article by Boenigk and Becker (2016). Specifically, the Nonprofit Brand Equity Index, which is composed of factors such as brand awareness, the weight of trust in the brand, and the level of brand loyalty, and the averaged values of these parameters. Comparing this with the German research may help to identify potential differences and specific characteristics that characterize the Czech environment. The results of this study could contribute to the academic community and, at the same time, serve as a direction for further development of the nonprofit sector in the Czech Republic.
University´s marketing communication with prospective applicants for study: Online marketing and event marketing as key tools, sustainability of increasing relevance
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Hommerová, Dita; Taušek, Štěpán; Völkl, Laura
This article deals with the assessment of the current state and significance of marketing communication of higher education institutions (HEI) at a time of increasing competition among higher education institutions. The article contains a clear presentation of the current communication mix of a selected Czech university, which follows the current trends in marketing communication, including identifying the weak points with potential for improvement. This paper presents the results of a sub-study within an extensive questionnaire survey conducted among a representative sample of students at the University of West Bohemia (UWB), the main focus of which was on the application of online and event marketing directed at prospective applicants for study prior to the coronavirus pandemic. The response rate of the questionnaire survey was 20.23%. This case study will serve as the basis for a longitudinal survey carried out at the home university, which will subsequently allow us to evaluate, compare and present results over time and at the same time it can become a sort of instruction manual and a best practice example for other higher education institutions, both in the Czech Republic and abroad, of how to succeed in the competitive HEI sector and how to effectively set their communication mix. The conclusion contains a summary of recommendations for streamlining the selected tools of the selected university’s communication mix.
Univerzity a jejich komunikace s veřejností prostřednictvím sociálních médií
(Národný inštitút vzdelávania a mládeže, 2023) Eger, Ludvík; Egerová, Dana
Sociální média jsou dnes v oblasti vysokoškolského vzdělávání důležitým nástrojem komunikace vzdělávacích institucí s veřejností. Pro dosažení efektivity v této komunikaci je potřebné si uvědomit podstatu sociálních médií a tuto komunikaci v zaměření na Public Relations řídit. Realizovaná studie ukazuje na příkladu dat z Facebooku 21 subjektů z vysokoškolského prostředí z České republiky, jak tyto instituce využívají uvedené médium pro komunikaci se studenty, akademiky, absolventy a dalšími stakeholdery. Data ukazují, že existují rozdíly v efektivnosti této komunikace. Pro další výzkum je potřebné zkoumat vliv zdroje příspěvku a jeho obsahové zaměření na dosahovaný engagement.
Digital money: A new era of finance
(Západočeská univerzita v Plzni, 2024) Turchyn, Liuba; Guley, Anatoliy; Borys, Yazlyuk
In modern conditions, the digital economy is serviced outside the banking system, through decentralized payment instruments. At the same time, cryptocurrencies are legally outside the legal framework in most countries, and without paying taxes. In this context, it is quite relevant that the central bank should have its digital currency, which will be on its balance sheet, and will allow the digital economy to return to the legal field, provide additional guarantees to crypto investors and citizens to protect their funds and savings at the state level. The central bank will conduct settlements in digital hryvnia, similar to the electronic payment system already in operation at the National Bank of Ukraine, and it will conduct settlements between banks and their customers. The relevance of this study is also due to the introduction of the term ‘digital money of the National Bank of Ukraine’ into the general legal framework of Ukraine by the Law of Ukraine No. 1591-IX ‘On Payment Services’, which came into force on 1 August 2022. It is also expected that the Law of Ukraine ‘On Virtual Assets’ No. 2074-IX dated 17.02.2022 will be adopted, which will regulate legal relations arising in connection with the circulation of virtual assets in Ukraine, define the rights and obligations of participants in the virtual assets market, and the principles of state policy in the field of virtual assets circulation. As part of the preparation of this article, an expert interview was conducted with Ukrainian experts from the Association of Ukrainian Banks to identify and study new opportunities and their practical implementation on a scientific level and to understand them in form and substance, their impact on the digital economy and digital society- through the prism of experience gained, taking into account the new standards for fiat money. Given that Ukraine is currently experiencing active military operations and only a part of the business community is operating, particularly in Central and Western Ukraine, our goal was to find out whether Ukrainian banks are ready to introduce a digital currency in the country and how effective and relevant it can be for the country. This experience may also be of interest to other countries.
Dopady mezinárodního turismu na platební bilanci
(Západočeská univerzita v Plzni, 2024) Janeček, Petr; Pichlík, Lukáš
Mezinárodní cestovní ruch je celosvětově silným hospodářským odvětvím. Události posledních let ukazují, že se jedná o poměrně citlivé odvětví. K oživení cestovního ruchu po pandemii Covid v absolutních číslech došlo již v roce 2023, ale údaje o platební bilanci ukazují zajímavé informace o příjezdovém a výjezdovém cestovním ruchu, který se oproti období před pandemií Covid výrazně změnil, a to i s ohledem na bilaterální vztahy mezi mezinárodními destinacemi. Článek využívá deskriptivní typ výzkumu ke zkoumání těchto změn a snaží se ukázat, kterým zdrojovým trhům cestovního ruchu je třeba věnovat větší pozornost v marketingových aktivitách Česka.
Facebook or Instagram? Social Media in Tourism Destination Marketing Communication
(Západočeská univerzita v Plzni, 2024) Štumpf, Petr; Moučková, Táňa
Technologies are considered as one of the greatest global trends, dynamically influencing tourism industry. Social media marketing and platforms such as Facebook and Instagram play an important role in destination marketing communication to attract potential visitors. The aim of this study is to investigate the difference between the Facebook and Instagram and their role in the destination marketing communication on the case of the tourism areas of Central Bohemia, Czechia. The correlation analysis and chi-square tests were used for testing the hypotheses separately for Facebook and Instagram. The results show no significant relationships between the length of posts and engagement rate on both social media, while the relationship between the number of followers and the number of reactions was statistically significant in both cases. Moreover, while the format of posts plays the significant role in case of Instagram, this relationship was found insignificant for Facebook. This study shows some new facts in comparison with previous studies and have practical implications for destination managers.

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