In addition to developing an independent tourism development strategy, the subject of the contract was to create a “marketing and communication strategy of the region”, which consisted in evaluating the communication and marketing activities carried out so far, the products communicated and the distribution channels used. A detailed examination of how effective marketing tools have been in the past – that is, how they have affected traffic or awareness of the region. Included the analysis was the evaluation of an extensive questionnaire survey and the compilation of a SWOT analysis, on the basis of which the strategy itself was created, which includes: the definition of strategic target groups; the design of the communication mix, appropriate communication and marketing activities and tools and their assignment to individual goals and target groups, the design of methods of coordination and communication within the existing organizational structure of the regional office (affected employees in the trade unions concerned). It also includes an action plan that contains project intentions and activities for the successful implementation of the marketing and communication strategy. The methodology for monitoring and evaluating the success and impact of the priorities and measures of the Strategy (action plans), including qualitative and quantitative indicators, was set up. As part of the implementation of the subject of the contract, the following activities were also carried out:
- Conducting a quantitative survey of entities providing congress/conference services (130 respondents).
- Conducting a survey of entities operating in the tourism industry in the Vysočina Region on the basis of their own questionnaire and survey methodology (100 respondents).
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