Název:	Využívání emocí v marketingových aktivitách organizací destinačního managementu
Autoři:	Suchárová, Veronika Prášilová, Adéla Vanková, Šárka Králiková, Andrea Kubát, Patrik
Citace zdrojového dokumentu:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2023, roč. 13, č. 2, s. 53-61.
Datum vydání:	2023
Nakladatel:	Západočeská univerzita v Plzni
Typ dokumentu:	článek article
URI:	http://hdl.handle.net/11025/55337
ISSN:	2788-0079
Klíčová slova:	emoce;marketingové aktivity;destinace;DMOs
Klíčová slova v dalším jazyce:	emotions;marketing activities;destinations;DMOs
Abstrakt v dalším jazyce:	Emotions 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.
Práva:	© Západočeská univerzita v Plzni
Vyskytuje se v kolekcích:	Číslo 2 (2023) Číslo 2 (2023)

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