Marketingová komunikace památky UNESCO

Presented bachelor thesis deals with the marketing communication of UNESCO site Zelená hora located in Žďár nad Sázavou. The current tourism situation of the site and its marketing communication are analysed. In the practical part of the thesis the results of the situational analysis are processed by SWOT analysis and several strategies are proposed, on the basis of which marketing recommendations are made. The recommendations should improve the quality of marketing communication, resulting in better awareness about the site on the travel and tourism market