Lena Malačka - Academia.edu (original) (raw)

Papers by Lena Malačka

Research paper thumbnail of Consumer Behavior in the Context of Wine Tourism

12th Annual International Bata Conference, 2016

Wine industry and wine tourism are on the rise. In some regions of the Czech Republic income from... more Wine industry and wine tourism are on the rise. In some regions of the Czech Republic income from these activities can generate more incomes for municipal budgets. Not only because of the fact that they are contributing to region development and are making the region more attractive for bigger investors and entrepreneurs who offers new working opportunities but also because new forms of tourism connected to the wine industry are developing. The aim of this paper is to confirm if there is a significant dependence between the consumers' preference of local producers and their relation to the wine tourism. This relation was confirmed by using the Spearman's coefficient figured out on the base of gathered data. It means that the respondents were influenced by the the purchase at local producer winery to take part on the wine tourism activity.

Research paper thumbnail of Use of the Wine Tourism in the Region Development: The Comparative Study

This paper deals with wine tourism and its influence on the development of rural region. Wine con... more This paper deals with wine tourism and its influence on the development of rural region. Wine consumption and wine education is very popular among wine consumer nowadays. Wine consumption is also associated with such activities which are called wine tourism. These activities include wine tasting in wine cellars, wine festivals or sport activities accompanied by wine tasting (e.g. cycling, wandering or yoga). With the growing awareness of this type of tourism is also growing interest to actively participate in various activities. Visiting of wine producers in the cellars, tasting with expert commentary and folklore events can be found among the most popular activities. The Czech Republic and Canada as a country with a similar wine production was chosen for the international comparison. These countries are also similar in offer of wine tourism activities.

Research paper thumbnail of Current Trends in Marketing Communication and Their Application to Tourism

This paper deals with current trends in marketing communication and their application to the fiel... more This paper deals with current trends in marketing communication and their application to the field of tourism. The ever growing importance of the Internet and the development of technologies that are becoming more accessible to consumers have given rise to new kinds and forms of marketing communication that need to accommodate to all these trends. Social media play a significant role both on the demand and on the supply side and are starting to shape consumers' decision-making process. In tourism, this concerns primarily the impact of online reviews (WOM or eWOM marketing), mobile marketing and online marketing. The fact, that social media is an important part of the communication mix in tourism is demonstrated by successfully implemented campaigns; campaign of Cape Town on Facebook, first Twitter hotel Sol Wave House or TrueView advertising of Nassau Paradise Island on YouTube. The first two of these campaigns are even low cost and Facebook campaign of Cape Town meets the eleme...

Research paper thumbnail of Consumer Behaviour of the Travel Agencies' Customers in the Segment of Seaside Holiday

Acta academica karviniensia

Presented paper deals with the topic of consumer behaviour of the travel agencies' customers and ... more Presented paper deals with the topic of consumer behaviour of the travel agencies' customers and their specific requirements when they buy the seaside holiday. The research was conducted on the base of qualitative research and the method used in the research was focus groups. The Internet, word of mouth, social networks (as Facebook or Twitter) and TV commercials are mentioned as the most frequently used source of information which influence the most the customers opinion by both groups of respondents according to the result part. The examined groups do not have the same features in the area of holiday selection process. This topic is a relevant topic in comparison with authors all over the world and has the potential for future research.

Research paper thumbnail of Creation of Promotional Materials in Travel Agencies with Focus on Modern Tools of Marketing Communication

Acta academica karviniensia

The article is looking for a suitable statistical model that would conclusively answered the ques... more The article is looking for a suitable statistical model that would conclusively answered the question, how are travel agencies and vendor-agencies created promotional materials. Responses to this question were obtained using advanced statistical methods. The authors faced the problem of how suitable model, which would have an adequate audit trail, choose. Linear regression with artificial transformation was elected which included the partial indicators of the size of offices and agencies. Using this variable, then the question of whether there is a linear relationship between who form the materials and sizes of office.

Research paper thumbnail of Role of Marketing Communication in Applicants’ Choice of University

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

The article deals with the issue of identifi cation of the main factors infl uencing potential st... more The article deals with the issue of identifi cation of the main factors infl uencing potential study applicants' decision-making when choosing a university, regarding information sources necessary for the decision. The article particularly presents facts describing the contemporary situation in the tertiary education area, its latest development and the demographic development. The measurement itself is based on a primary research in the form of a questionnaire survey at the Gaudeamus trade fair in Brno and at secondary schools in the Czech Republic. The acquired data are evaluated by means of contingency tables and charts. The mutual dependence between examined characteristics is investigated within statistic research by means of chi-square test of independence, chi-square test of goodness of fi t and factor analysis using dendrogram.

Research paper thumbnail of Creation of Promotional Materials in Travel Agencies with Focus on Modern Tools of Marketing Communication

Acta academica karviniensia, Jun 30, 2017

The article is looking for a suitable statistical model that would conclusively answered the ques... more The article is looking for a suitable statistical model that would conclusively answered the question, how are travel agencies and vendor-agencies created promotional materials. Responses to this question were obtained using advanced statistical methods. The authors faced the problem of how suitable model, which would have an adequate audit trail, choose. Linear regression with artificial transformation was elected which included the partial indicators of the size of offices and agencies. Using this variable, then the question of whether there is a linear relationship between who form the materials and sizes of office.

Research paper thumbnail of Consumer Behavior in the Context of Wine Tourism

12th Annual International Bata Conference, 2016

Wine industry and wine tourism are on the rise. In some regions of the Czech Republic income from... more Wine industry and wine tourism are on the rise. In some regions of the Czech Republic income from these activities can generate more incomes for municipal budgets. Not only because of the fact that they are contributing to region development and are making the region more attractive for bigger investors and entrepreneurs who offers new working opportunities but also because new forms of tourism connected to the wine industry are developing. The aim of this paper is to confirm if there is a significant dependence between the consumers' preference of local producers and their relation to the wine tourism. This relation was confirmed by using the Spearman's coefficient figured out on the base of gathered data. It means that the respondents were influenced by the the purchase at local producer winery to take part on the wine tourism activity.

Research paper thumbnail of Use of the Wine Tourism in the Region Development: The Comparative Study

This paper deals with wine tourism and its influence on the development of rural region. Wine con... more This paper deals with wine tourism and its influence on the development of rural region. Wine consumption and wine education is very popular among wine consumer nowadays. Wine consumption is also associated with such activities which are called wine tourism. These activities include wine tasting in wine cellars, wine festivals or sport activities accompanied by wine tasting (e.g. cycling, wandering or yoga). With the growing awareness of this type of tourism is also growing interest to actively participate in various activities. Visiting of wine producers in the cellars, tasting with expert commentary and folklore events can be found among the most popular activities. The Czech Republic and Canada as a country with a similar wine production was chosen for the international comparison. These countries are also similar in offer of wine tourism activities.

Research paper thumbnail of Current Trends in Marketing Communication and Their Application to Tourism

This paper deals with current trends in marketing communication and their application to the fiel... more This paper deals with current trends in marketing communication and their application to the field of tourism. The ever growing importance of the Internet and the development of technologies that are becoming more accessible to consumers have given rise to new kinds and forms of marketing communication that need to accommodate to all these trends. Social media play a significant role both on the demand and on the supply side and are starting to shape consumers' decision-making process. In tourism, this concerns primarily the impact of online reviews (WOM or eWOM marketing), mobile marketing and online marketing. The fact, that social media is an important part of the communication mix in tourism is demonstrated by successfully implemented campaigns; campaign of Cape Town on Facebook, first Twitter hotel Sol Wave House or TrueView advertising of Nassau Paradise Island on YouTube. The first two of these campaigns are even low cost and Facebook campaign of Cape Town meets the eleme...

Research paper thumbnail of Consumer Behaviour of the Travel Agencies' Customers in the Segment of Seaside Holiday

Acta academica karviniensia

Presented paper deals with the topic of consumer behaviour of the travel agencies' customers and ... more Presented paper deals with the topic of consumer behaviour of the travel agencies' customers and their specific requirements when they buy the seaside holiday. The research was conducted on the base of qualitative research and the method used in the research was focus groups. The Internet, word of mouth, social networks (as Facebook or Twitter) and TV commercials are mentioned as the most frequently used source of information which influence the most the customers opinion by both groups of respondents according to the result part. The examined groups do not have the same features in the area of holiday selection process. This topic is a relevant topic in comparison with authors all over the world and has the potential for future research.

Research paper thumbnail of Creation of Promotional Materials in Travel Agencies with Focus on Modern Tools of Marketing Communication

Acta academica karviniensia

The article is looking for a suitable statistical model that would conclusively answered the ques... more The article is looking for a suitable statistical model that would conclusively answered the question, how are travel agencies and vendor-agencies created promotional materials. Responses to this question were obtained using advanced statistical methods. The authors faced the problem of how suitable model, which would have an adequate audit trail, choose. Linear regression with artificial transformation was elected which included the partial indicators of the size of offices and agencies. Using this variable, then the question of whether there is a linear relationship between who form the materials and sizes of office.

Research paper thumbnail of Role of Marketing Communication in Applicants’ Choice of University

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

The article deals with the issue of identifi cation of the main factors infl uencing potential st... more The article deals with the issue of identifi cation of the main factors infl uencing potential study applicants' decision-making when choosing a university, regarding information sources necessary for the decision. The article particularly presents facts describing the contemporary situation in the tertiary education area, its latest development and the demographic development. The measurement itself is based on a primary research in the form of a questionnaire survey at the Gaudeamus trade fair in Brno and at secondary schools in the Czech Republic. The acquired data are evaluated by means of contingency tables and charts. The mutual dependence between examined characteristics is investigated within statistic research by means of chi-square test of independence, chi-square test of goodness of fi t and factor analysis using dendrogram.

Research paper thumbnail of Creation of Promotional Materials in Travel Agencies with Focus on Modern Tools of Marketing Communication

Acta academica karviniensia, Jun 30, 2017

The article is looking for a suitable statistical model that would conclusively answered the ques... more The article is looking for a suitable statistical model that would conclusively answered the question, how are travel agencies and vendor-agencies created promotional materials. Responses to this question were obtained using advanced statistical methods. The authors faced the problem of how suitable model, which would have an adequate audit trail, choose. Linear regression with artificial transformation was elected which included the partial indicators of the size of offices and agencies. Using this variable, then the question of whether there is a linear relationship between who form the materials and sizes of office.