Prague City Tourism jako nástroj destinačního marketingu Prahy

In order to strengthen position of a destination on the domestic and foreign market it is necessary to create a high-quality marketing strategy and effective destination management. In Prague, destination management is in the hands of Prague City Tourism (PCT). This destination management organization brings complexity to the management of tourism in the Czech capital. Prague City Tourism defines the marketing goals and vision for Prague as a tourist destination. The main task of the organization is to promote Prague to both domestic and international visitors. PCT also provides information on Prague's attractions and services to tourists that chose Prague as their final destination. The main goal of this thesis is to analyze the activities of Prague City Tourism as the most important destination marketing tool in Prague. The key terms connected to the subject of destination marketing and destination management are defined in the first part of the thesis. In the second part Prague as a tourist destination is characterized. The description of PCT and its activities is the principal objective of the thesis and can be found in the third part of this work together with description of the changes that PCT undergone in 2013 and 2014. The final part compares PCT with Vienna Touris Board which is a destination marketing company based in Vienna, the rival destination of Prague in terms of tourism.