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Proposal of Marketing Strategy of NH Collection Olomouc Congress Hotel
Zuček, Petr ; Jurečková, Anna (referee) ; Chalupský, Vladimír (advisor)
The subject of this Master thesis is the topic of marketing strategy in the tourism industry. This document analyzes the marketing strategy of hotel operation within market environment which is providing accommodation and catering services. The first part of the theses, is literary research is devoted to the theoretical knowledge of marketing in general and more specifically, the specifics of marketing strategy within hotel environment. The gained knowledge is applied to subject of the hotel within Olomouc Region, which is the NH Olomouc Collection Congress hotel. Subsequently, the thesis presents an analysis of the strategy itself and its individual parts. The conclusion is devoted to the presentation of proposals for selected company and its marketing strategies which primarily serve as fundamentals for company management and shall contribute to the improvement of hotel services and ultimately to achieve the coveted economic indicators.
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Changes in the coverage and orography of the 4th order basin in relation to the construction of the motorway evaluated from Sentinel-2 satellite data and aerial LiDAR data
ŽŮČEK, Petr
This research is focused on changes of land cover and orography in fourth order river basin. For this purpose, satellite multispectral Sentinel-2 data and airborne LiDAR data were used. The main goal of this work was to verify to which extent can free and publicly available Sentinel-2 data be used to assessment of landscape changes for the use of land planning. To verify the goal the timeseries of the Sentinel-2 satellite data was used for the assessment of the land cover in a relation to the construction of the D3 highway on the selected area. Sentinel-2 data were downloaded, resampled, and classified. Maximum Likelihood method of supervised classification was used. The categories of land cover were created using training areas in the ArcMap software. The accuracy of the classi-fication from 22. 09. 2020 was verified using validation points, which were generated randomly. By field survey classes of land cover were defined. From final classification data, new data about the change of land cover were obtained. The LiDAR data were resampled to the same spatial resolution and differences were evaluated. Areas with significant variances in orography were retrieved. From LiDAR, drainage network models were created. The results of models were compared and discussed. The results of comparison of Sentinel-2 data from 2017 to 2020 shows significant increase in representation of areas with sparse vegetation by 46,39 ha and areas with grass and shrub vegetation by 38,39 ha. Furthermore, there was an increase in meadow areas by 7,02 ha and forest clearing by 1,95 ha. The representation of arable land was decreased by 34,78 ha, forests by 29,05 ha, water areas by 12,12 ha, urbanization by 13,39 ha and areas with ongoing construction by 4,38 ha. The results of Li-DAR data comparison showed several areas with significant orography alteration. The compari-son of drainage network models revealed a distinct variation. Significant part of the runoff water flowed into the neighboring 1-06-03-0030 basin. After the recultivation of former waste pond, divided parts of the Hodějovice stream water gate were connected and the water from the whole basin ends in an outlet of the basin on which this research is focused on. The overall accuracy 0,914 and Kappa coefficient of 0,902 show that used ap-proach of Sentinel-2 data processing provides with sufficiently spatially and themati-cally accurate classification of land cover, apart from the area of urbanization. Classi-fication in built-up area had the user-accuracy of 0,867. Data obtained from Sentinel-2 may be used in several parts of land planning. It is also possible to use them for: updates of land usage, determination of actual growth condition, monitoring of forest complexes or for monitoring of recultivations. LiDAR data may be effectively used for the monitoring of orography variations, modelling of drainage network models, and determining of critical points.
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Proposal of Marketing Strategy of NH Collection Olomouc Congress Hotel
Zuček, Petr ; Jurečková, Anna (referee) ; Chalupský, Vladimír (advisor)
The subject of this Master thesis is the topic of marketing strategy in the tourism industry. This document analyzes the marketing strategy of hotel operation within market environment which is providing accommodation and catering services. The first part of the theses, is literary research is devoted to the theoretical knowledge of marketing in general and more specifically, the specifics of marketing strategy within hotel environment. The gained knowledge is applied to subject of the hotel within Olomouc Region, which is the NH Olomouc Collection Congress hotel. Subsequently, the thesis presents an analysis of the strategy itself and its individual parts. The conclusion is devoted to the presentation of proposals for selected company and its marketing strategies which primarily serve as fundamentals for company management and shall contribute to the improvement of hotel services and ultimately to achieve the coveted economic indicators.
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