Využívání emocí v marketingových aktivitách organizací destinačního managementu

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dc.contributor.authorSuchárová, Veronika
dc.contributor.authorPrášilová, Adéla
dc.contributor.authorVanková, Šárka
dc.contributor.authorKráliková, Andrea
dc.contributor.authorKubát, Patrik
dc.date.accessioned2024-03-11T16:48:40Z
dc.date.available2024-03-11T16:48:40Z
dc.date.issued2023
dc.description.abstract-translatedEmotions have a significant impact on tourists' perceptions, engagement and loyalty towards different destinations in destination management organisations (DMOs) and their marketing activities. This research examines the key role of emotions in DMO marketing strategies, particularly exploring their influence on visitor behaviour, brand image and destination competitiveness. The study, conducted in the Czech Republic, gathered data by questionnaire from 54 DMOs that focused on emotional aspects in their marketing efforts. Emotions such as interest, inspiration, enthusiasm, calmness and enjoyment were identified as key to fostering the connection between visitors and the destination. Aspects such as loyalty, gratitude, commitment and strength received less attention in DMO campaigns. An examination of three different DMOs, namely Karlovy Vary Region, Moravian Karst and Tábor, revealed different approaches to the use of emotions in marketing. While slogans such as "Mozaika zážitků" and "Musíte vidět, můžete si zamilovat" aimed to generate interest and love, they somewhat lacked a direct connection to the respective destinations. While these slogans were consistent across all platforms, they did not effectively imprint the essence of the regions in the minds of potential visitors. By aligning emotion with the essence of the destination and effectively using slogans and branding, DMOs can create lasting connections, potentially increasing visitor loyalty and overall destination competitiveness. In conclusion, the effective use of emotion in marketing strategies is proving to be a vital success factor for DMOs in the Czech Republic, contributing to increased destination awareness and visitor numbers.en
dc.format9 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationTrendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2023, roč. 13, č. 2, s. 53-61.cs
dc.identifier.doihttps://doi.org/10.24132/jbt.2023.13.2.53_61
dc.identifier.issn2788-0079
dc.identifier.urihttp://hdl.handle.net/11025/55337
dc.language.isocsen
dc.publisherZápadočeská univerzita v Plznics
dc.rights© Západočeská univerzita v Plznics
dc.rights.accessopenAccessen
dc.subjectemocecs
dc.subjectmarketingové aktivitycs
dc.subjectdestinacecs
dc.subjectDMOscs
dc.subject.translatedemotionsen
dc.subject.translatedmarketing activitiesen
dc.subject.translateddestinationsen
dc.subject.translatedDMOsen
dc.titleVyužívání emocí v marketingových aktivitách organizací destinačního managementuen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

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