Challenges of the Marketing Communication in Administratively Defined Tourist Destinations

The aim of the article is to assess the validity of unified marketing communication in destinations based on the administrative division of the territory, or to identify the needs of target audience segmentation. A quantitative approach based on a questionnaire survey was chosen to meet this objective. The research was carried out in eight tourist areas of the South Bohemia Region, i.e. in the area of the regional DMO. The analysis was conducted using several methods of statistical analysis including principal component analysis (PCA and CATPCA). The research showed differences in the visitor segments within the region and particular tourist areas. This showed a need of differentiation in the marketing communication regarding the form of communication, the emphasis on the products offered and the choice of communication channels.