Czech tourism as seen on advertisements in the Czech Republic
The article describes the tourism area of the Czech Republic and related advertising strategies. It introduces the concepts of tourism and its perception by the population of the country, and shows the most popular leisure activities. Czech tourism market offers a wide range of domestic and foreign destinations. 23 № 1 2015 год Greatly due to a well-developed tourist infrastructure, regular cultural heritage renovations, well-organized transport communication there is a well-developed segment of independent tourism, and a weekend holiday is affordable to everyone in the country. The tourism industry has its own specifics, it is not always predictable, because it depends on weather conditions, and touristic plans can be disrupted by the force majeure. In this area any unfair advertising could lead to losses for travel agencies, so Czech tourist advertising rarely applies the approaches common for other areas, as a rule, there is no place for typical exaggeration. The article introduces a set of tourist services, the most common forms of advertising across the tourist market, cognitive mechanisms of advertising strategies. In Czech tourism sector basic discount offers include the following categories: (1) a special offer for holidaymaking parents such as no charges for children, (2) some discounts for a child, (3) discounts for senior citizens, (4) honeymoon discounts. The latest trend is a trip pre-booking discount (in winter for summer, in summer for winter), discounts for purchasing holiday vouchers via the Internet. In comparison with other areas Czech tourism market is seen as less overloaded by adverts; the preference is given to specific information about the offered travelling destinations.