Research background: Two related effects of the COVID-19 global pandemic on tourism and hospitality in the Czech Republic are already evident for the upcoming summer months. In the first place, it is the effect on the Czech tourists’ preferences. The pandemic forced them to reconsider their plans and, as a result, it is evident that more tourists will spend summer only in the Czech Republic. This change in preferences is connected with a second effect, concerning the strategies of the domestic accommodation facilities - their managers should adapt marketing mix to meet the demand of Czech clients, because unlike the previous years, these tourists will become their main target group. Purpose of the article: The aim of the paper is to identify the preferences for summer holiday in 2020 of the Czech tourists who have decided to spend summer holiday only in the Czech Republic because of the COVID-19 global pandemic as well as to find out their wants in terms of accommodation facilities’ marketing mix. Methods: During spring 2020, a survey of 637 respondents was conducted to determine the preferences of the Czech tourists for summer holiday in 2020. This paper is focused on the analysis of data from respondents who decided to spend this year’s summer holiday only in the Czech Republic (a total of 202 respondents). Findings & Value added: Based on the results, we will define findings for accommodation facilities regarding the possible update of marketing mix to meet the actual demand of Czech tourists.
The overall transition towards a low-carbon economy is expected to pose a solution for several global problems, including the ongoing climate change while ensuring economic and social development. Large oil and gas companies are aware of the need to transform their business, turn to renewable and clean energy sources to build a positive image and reputation, and have the economic power to do so. This paper aims to evaluate the marketing communication of leading European oil and gas companies on their Instagram accounts in the context of reputation building through using social media and identify to what extent the companies reflect the environmental aspects of corporate social responsibility. Content analysis and the Social Blade tool were used to examine the marketing communication of the five biggest companies by revenue. All the companies are active on Instagram, but it has been found that the Russian companies have remained inactive and have even been losing followers since March 2022, when the war conflict in Ukraine started. Surprisingly, Shell uploaded only a few posts during the reference period but is recognized as the company achieving the highest social media effectiveness. Although all observed oil and gas companies continue their business as usual, they incorporate and communicate efforts to support the development of electromobility, clean and renewable energy projects, as well as ecological projects.
The aim of this paper is to describe proposal of the two semester course inspired by project-based learning methods that could be applied to develop students‘ key competencies. Proposed method should be considered especially by university for business and economics, because its purpose is to integrate and develop competencies of final-year university students through working on specific projects in the areas of trade, marketing, economics or tourism. Project topics should be specified by various enterprises that are interested in cooperation with universities, so the course topics will be connected to business practice.
This paper uses a narrative literature review to provide evidence of the problematic consequences of the fast fashion industry in the context of sustainability and to consider the option of the green marketing approach as a way of reducing negative impacts. Studies relevant to our research were identified through a search of Web of Science, Science Direct, Scopus and Google Scholar. In recent years, environmental sustainability has played an important role on the political agenda, but it is also driving innovation in business. The range of environmentally friendly products on the market is increasing, and consumers are showing interest in buying these types of products, which are usually more expensive. Unfortunately, fashion production is one of the least sustainable industries. Therefore, more and more fashion companies are trying to implement green approaches in their value chains. Green marketing in the context of the fashion industry essentially refers to products that are produced with respect to working conditions and the environment, and to the possibility of finding a compromise between business objectives and environmental issues.
The paper focuses on the social network Instagram and its use by Czech university students during the COVID-19 pandemic lockdowns with restricted travel and services in comparison to typical Instagram activity in the pre-pandemic period. As Instagram specializes in visuals, it is perceived as an attractive online tool for promoting a wide range of products and services, including hospitality services and tourism destinations. The research aimed to determine which aspects of the use of this social network were affected by the pandemic lockdown period in 2020 among the young generation of active Instagram users. The analysis of data collected from a survey of 1138 respondents, for example, showed that students often started to follow new topics - especially in the areas of politics, health, personal development, sports, or hospitality services - in the context of the pandemic and its associated restrictions. At the same time, they started to spend more time on Instagram daily, typically 1-3 hours longer than they did in the pre-pandemic period. The analysis findings suggest that this social network should be seen as an increasingly important tool for effective online communication with the younger generation with tertiary education.
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