VLIV TURISTICKÉ AKCE NA PROPAGACI ÚČASTNÍCÍCH SE ZNAČEK

• Title in English: TOURISM EVENT AS A TOOL FOR PROMOTING PARTICIPATING BRANDS
• Authors: KURA Jakub
• Year of publication: 2020
• Type: Article in Proceedings
• Conference: 15. mezinárodní konference : AKTUÁLNÍ PROBLÉMY CESTOVNÍHO RUCHU
• MU Faculty or unit: Faculty of Science
• Citation: KURA, Jakub. VLIV TURISTICKÉ AKCE NA PROPAGACI ÚČASTNÍCÍCH SE ZNAČEK (TOURISM EVENT AS A TOOL FOR PROMOTING PARTICIPATING BRANDS). Online. In Linderová, Ivica. 15. mezinárodní konference : AKTUÁLNÍ PROBLÉMY CESTOVNÍHO RUCHU. Jihlava: Vysoká škola polytechnická Jihlava, 2020, p. 84-92. ISBN 978-80-88064-46-6.
• web: https://kcr.vspj.cz/cs/uvod/archiv/konference/aktualni-problemy-cestovniho-ruchu-2020
• Keywords: Barum Czech Rally Zlín; Knowledge of brand; Promotion; Small-scale events; Tourism
• Description: Paper is focusing in small-scale events in tourism and this type of events is represented by Barum Czech Rally Zlín which is celebrating its 50th anniversary. Organising such an event requires huge amounts of money and to compete in the event is no difference. To get money, majority of active participants have sponsors, who help to get together budget and aim of the paper is to find out how much effective is motorsport as a brand promoting tool and whether this kind of sponsoring helps rise awareness of brand. In Barum Czech Rally Zlín starts number of local drivers with their local sponsors but on the other hand are present drivers from the rest of Czech Republic or foreign competitors with their sponsors, therefore it rises question if place of origin of respondent and location of company have some impact on knowledge of brand. During two editions of the rally was conducted questionnaire research which was focusing on topics such as which brands are visitors connecting with competitors, whether sponsoring a rally plays role when visitor is deciding which product to buy and when it plays role what kind of products are people buying. Among the findings, most important was that people most often recognise brands of sponsors of top tier crews and important role is also played by popularity of crew as some nonwadays non sponsoring brand is still recognised as a sponsor. Motorsport fans also tends to buy products of brands which are sponsoring motorsport and most often they buy products of brand which are sponsoring popular drivers.