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Innovation of the sports product - Czech Surfers Camp
Horáková, Jana ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Innovation of the Sport Product - Czech Surfers Camp Objectives: The main objective of the research is to create an innovated product Czech Surfers Camp based on the analysis of primary data obtained by survey. Respondents will be divided into individual groups based on their personal experience with participation in the Czech Surfers Camp. According to the evaluated results of preferences and satisfaction of participants, an updated model of the event program will be designed. It will reflect the requirements of individual groups of participants. The secondary goal is to evaluate the loyalty of past camp participants. Methods: The selection of suitable research methods is led by the motivation for the use of modern methods of data acquisition. The research file is divided into samples of former participants, future participants (they have already bought a voucher for 2022), and potential participants. The method of online survey uses questionnaires shared by a web application optimized for a mobile environment and also uses surveys on social media networks. Results: The result of Czech Surfers Camp participants' feedback shows that the innovation process of the event's program cannot fully follow the requirements of the respondents. The developed program reflects a factor range that...
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Modern Application of Facebook Marketing in a football environment
Sočka, David ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Modern Application of Facebook Marketing in the Football Environment Objectives: The objective of this thesis is to propose recommendations for the management of FORTUNA:LIGA's Facebook account as a marketing tool. Methods: The main method used in the research was an analysis, which focused on posts published on the FORTUNA:LIGA Facebook page. To ensure the objectivity of the results, this method was supported by the analysis of official statistics and the realisation of a focus group with experts. Results: The research confirmed that Facebook is currently an important part of FORTUNA:LIGA's marketing communication. The analysed papers reflected certain aspects of modern trends based on information found in the literature. These included the creation of entertaining content, behind-the-scenes videos, or the publication of posts with a high level of user engagement. The proposed recommendations then focused mainly on areas where certain shortcomings were identified. Of the nine recommendations, the first seven aimed for general advice on managing Facebook accounts. They can therefore be used by entities with a different focus, considering their own specific needs. The next two points were directed at certain areas, namely ensuring up-to-date video footage of football matches and close...
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Wilson tenis center marketing activities and their innovative approach
Belejová, Iva ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Title: Wilson Tennis Center Marketing Activities and Their Innovative Approach Objectives: The objectives of my masters thesis is giving the suggestions for improving the company current situation for the upcoming years, based on information from my analysis. Methods: Methods of my approach to this research were analyzing the data from my quality research, identifying the strentghts and weaknesses of the company. Based on these methods I suggested these major improvements fot the overall improvement of the company situation. Results: The research has shown that the biggest strenghts of Wilson Tennis Center are: advanced material equipment and large spacious facility, well air - conditioned solid structure building of the tennis facility, high number of tennis courts etc. The most common weaknesses people in my research were mentioning were the overall attitude of the restaurant staff, lack of social and sports events for the overall client base - recreational client and kids, lack of well, propriately a sufficiently illuminated courts. The main suggestion from me is to create a new public relations manager position who would be able to and responsible for the new changes to be implemented. Keywords: Marketing of sport, Marketing mix, Quality research, Sport, Recreational tennis
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Research of online shopping preferences in Charles University students actively engaged in sports under the influence of the covid-19 pandemic
Gerža, Karel ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Research of online shopping preferences in Charles University students actively engaged in sports under the influence of the covid-19 pandemic Objectives: The aim of the diploma thesis is to identify current preferences of students actively engaged in physical activity on selected faculties of Charles University in online shopping. The research participants will evaluate individual factors that influence their attitude towards shopping on the internet and the impact of the covid-19 pandemic on their shopping behavior. Based on this data, measures and recommendations will be proposed, which should help merchants understand the current expectations and demands of customers and thus improve user comfort when shopping online. Methods: The quantitative method of electronic questioning was used to obtain the resulting data. The content analysis was also used in the analysis of studies, professional articles and surveys focusing on the given issue, as part of this thesis. The resulting data were processed using basic descriptive statistical operations, such as absolute frequency, relative frequency and mean value. Results: The results of the study show that there has been an increase in the use of online shopping among the monitored sample of people. In terms of the impact on shopping behavior in...
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The concept of internal PR at Faculty of Physical Education and Sport of Charles University
Viplerová, Tereza ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: The concept of internal PR at Faculty of Physical Education and Sport of Charles University Objectives: The aim of the master's thesis is to compile the concept of internal PR at the Faculty of Physical Education and Sport at Charles University for the academic year 2022/2023 based on analysis and research performed among students of the faculty. Methods: For marketing research was used a method of group discussion that helped to understand what specific expectations and key requirements of students in communication with the faculty management are and how students perceive that these expectations and requirements are being met at this faculty. Together with the use of participant observation, an analysis of the internal group and the internal PR tool used by the faculty could be compiled. Results: The conducted research shows that students are at the faculty generally satisfied, but they perceive certain shortcomings in the communication of the school management. The biggest problem is seen in insufficient, late and partial communication that appears both when communicating information about studies and when informing about other facts at the faculty. This lack of information is manifested in the not entirely appropriate use of some tools for internal communication. The tools and areas that...
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Marketing mix of a swimming pool in Kralupy nad Vltavou
Novák, Vojtěch ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title Marketing mix of the swimming pool in Kralupy nad Vltavou Targets The aim of this bachelor thesis is to identify the biggest negative gaps based on the SERVQUAL method in the services provided by the swimming pool in Kralupy nad Vltavou. Methods To obtain the necessary information, a quantitative survey was used, specifically a written survey through the SERVQUAL questionnaire, which was distributed at the swimming pool box office. This questionnaire compares and examines the expected quality of services in the company, which the customer imagines and the actual perceived quality of services provided. Results Based on a questionnaire survey using the SERVQUAL method, the largest negative measured gaps were identified. These include in particular: adequate water temperature (- 1,099), modern premises (-0.983), customer information (-0.869) and suitable opening hours (-0.804). Keywords questionnaire survey, SERVQUAL method, services, quality, customer
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The popularity of ČT sport in comparison with to other television stations
Hampl, Jakub ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: The popularity of ČT sport in comparison with to other television stations Objectives: The main aim of this bachelor thesis is to find out and describe the popularity of the sports station ČT sport in comparison with other television stations. Thesis is aimed at establishing the popularity of this television station of viewers through a questionnaire survey. At the end of the thesis, based on the research, mention possible recommendations. Methods: The marketing research of this thesis has consisted in the use of a quantitative method. For this research of popularity of television channel ČT sport was used a method of electronic inquiry published on the server Survio.com. The theoretical part is based on the literature research. Results: According to the held research, it was found out that in addition to determining the popularity itself, it is very important to take into account how we look at it. The station ČT sport is still pretty popular and well-known among passive sport viewers. The viewers prefer its sports broadcasts also they are satisfied with them. They are also relatively pleased with the work of the personalities who can be seen in the broadcast. The most famous and popular faces are the commentators - Robert Záruba and Jaromír Bosák. The fact is that part of the audience...
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Comparison of relationship between professional and amateur e-sport players towards sport
Halberštát, Jiří ; Jarošík, Richard (advisor) ; Voráček, Josef (referee)
Title: Comparison of relationship between professional and amateur e-sport players towards sport Objectives: The aim of bachelor's thesis was to find how much the relationship towards sport differs by amateur and professional e-sport players. Methods: In the thesis was used the method of quantitative research, the questionnaire served as a tool how to collect data from e-sport players. Descriptive analysis was used after to describe collected data and then they were compared by comparative method. Results: It was conducted, that both amateur and professional players watch sports the most via TV or similar streaming and online platforms. The most common sport fans out of group of e-sport players are set on a value between 4 and 5 on a scale out of seven points. The group of amateur players consisted of 729 players out of 791 respondents, so the data by amateurs were very similar to the whole package of players, but for the professional players they were a lot of differences in each of the questions. The most watched sport by both groups was a football by a big margin, ice hockey followed and then other sports such as MMA, basketball, baseball or formula 1 appeared. It was also found out, that two thirds of amateur players regularly do sports which was number bigger by a 10 % than by their...
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Utilization of Instagram in marketing communication of the Czech women's national football team
Šulc, Vojtěch ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Utilization of Instagram in the Czech women's national football team's Marketing Communication. Objectives: The aim of this thesis is to present recommendations for improving the marketing communication of the Czech women's national football team on Instagram. Methods: The main research method used in this thesis is the analysis of the posts of the Czech women's national football team, published on Instagram during a predefined period. Other methods that were used in this research are the analysis of secondary data as well as elaborated interview with an expert in the field of social media marketing communication. Results: In this thesis was found that the current marketing communication of the women's football team is well managed, however certain imprefections and shortcomings were revealed. It is necessary to avoid these imperfections and shortcomings in order to maintain the quality of communication. Based on this knowledge, specific recommendations that have the potential to improve the level of communication were proposed. Keywords: Social Media, Sport, Marketing, Women's Football
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Brand value perception of the Czech Olympic Team
Rovňanová, Michaela ; Voráček, Josef (advisor) ; Nachtigalová, Petra (referee)
Title: Brand value perception of the Czech Olympic Team. Objectives: The aim of the thesis is to find out the position of the Czech Olympic Team brand, including the perception of sponsors, and based on this finding to design a Customer Journey Map project for a selected partner, which would help improve the functioning, perception and attractiveness of this partnership with COT. Methods: The theoretical part was developed through the study of professional literature. The key for data collection was a quantitative method of electronic surveying on a representative sample of the Czech population and visitors to Olympic festivals. The comparison of data from individual waves of surveys provided the greatest benefit. Based on these results, the respondents' experiences were visually processed using a special Customer Journey Map method and specific recommendations were proposed. Research by the International Olympic Committee complemented our own information about the Olympic brand. Results: The brand of the Czech Olympic team is no stranger to the Czechs, they associate it with the Czech representation and have a positive attitude towards it. They perceive the brand as honest, positive and traditional. The most frequently mentioned partner of Czech Olympic Team is the former general partner Škoda...
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