The Czech Marketing Strategy for Domestic Tourism – The Application of the Strategy Map and BSC Model

  • Monika Palatková


The domestic tourism is considered to be one of the tools of regional development. The problem of the domestic tourism is its stagnation and even decline in the period after the reversal in 1989. The paper deals with the factors of domestic tourism development in the Czech Republic and with the basic points of the marketing strategy for the domestic tourism 2013 – 2020 prepared for the Czech national tourist organisation (CzechTourism). The purpose of the paper is to implement the method of a strategy map and the balanced scorecard (BSC) as the framework of the launched strategy. The method of description analysis and the correlation (Pearson correlation coefficient) were used for the analytical part of the paper. The strategy map and the BSC were applied in the marketing strategy for the domestic tourism. The author managed the team responsible for the mentioned marketing strategy 2013 – 2020 for domestic market.


Czech Republic Marketing Strategy Intangible Asset Strategic Management Journal Balance Scorecard 
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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.University of BusinessPragueCzech Republic

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