DETUROPE - The Central European Journal of Regional Development and Tourism 2024, 16(2):128-161 | DOI: 10.32725/det.2024.023

Challenges of the Marketing Communication in Administratively Defined Tourist Destinations

Roman Šveca, Renata Klufováa, Kamil Píchaa, Petra Vysušilováa
a University of South Bohemia in České Budějovice, Faculty of Economics, Department of Trade and Tourism, Studentská 13, 370 05 České Budějovice

The aim of the article is to assess the validity of unified marketing communication in destinations based on the administrative division of the territory, or to identify the needs of target audience segmentation. A quantitative approach based on a questionnaire survey was chosen to meet this objective. The research was carried out in eight tourist areas of the South Bohemia Region, i.e. in the area of the regional DMO. The analysis was conducted using several methods of statistical analysis including principal component analysis (PCA and CATPCA). The research showed differences in the visitor segments within the region and particular tourist areas. This showed a need of differentiation in the marketing communication regarding the form of communication, the emphasis on the products offered and the choice of communication channels.

Keywords: Keywords: marketing communication, promotion, destination marketing, tourist areas

Received: November 24, 2024; Revised: February 1, 2025; Accepted: February 2, 2025; Prepublished online: February 10, 2025; Published: February 3, 2025  Show citation

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Švec, R., Klufová, R., Pícha, K., & Vysušilová, P. (2024). Challenges of the Marketing Communication in Administratively Defined Tourist Destinations. DETUROPE - The Central European Journal of Regional Development and Tourism, 16(2), 128-161. doi: 10.32725/det.2024.023
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