MARKETING COMMUNICATION AND CROSS-BORDER TOURISM: CASE STUDY OF YOUNG PEOPLE IN THE CZECH-GERMAN BORDERLAND

The study focuses on the role of communication in the offer of cross-border cultural tourism. The research questions are: 1) what is the role of the media, advertising and social media in cross-border tourism offer, 2) what obstacles do students see in attending cultural events in neighbouring countries and 3) what communication deficiencies do students see? Theoretically, the study is based on the terms of marketing communication, destination management and cross-border tourism. The study presents the results of a questionnaire survey among students of universities in Dresden and Usti nad Labem. In conclusion, the study provides recommendations for improving marketing communication and communication strategy in cross-border tourism in the Euroregion Labe/Elbe.