INFLUENCE OF ECONOMIC FACTORS ON DOMESTIC TOURISM AND DESTINATION MARKETING STRATEGIES

Tourism represents one of the world economy pillars. The international tourism generates annual revenue in excess of USD 1 billion. As such, tourism ranks fourth among primary world export industries preceded only by oil, chemical, and automotive industries. Along with domestic tourism the international tourism is of decisive influence on national economy income. The UNWTO and WTTC have estimated a direct contribution of tourism to world GDP to be about 5%. In Europe, domestic tourism of individual countries represents almost three-quarters of all the travel realized. This paper's focus has been on influence of some economic factors on the development of domestic tourism in the Czech Republic, and investigates mutual interdependencies. The paper also provides for an analysis of the impact of the destination marketing strategies on the domestic tourism demand.