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Marketing research focused on golf packages and concessionary green fee in Czech Republic
 Haberzettl, Pavel ; Vávra, Oldřich (advisor) ; Tahal, Radek (referee)
The aim of this thesis is to analyse current situation on the market with golf packages and similar products, which contain cheaper price of entry to the golf course. Another goal is to find out why Czech golfers do not use this type of product together with accommodation. In theory-methodical part is a description of wide variety of influences affecting consumers during their shopping process, specific attributes of services and historical development of golf in the 20th century in Czech Republic, whose impact is there still present. Practical part contains deeper analysis of results from survey focused on segmentation of Czech golfers and their personal service structure preferences regarding golf packages or similar products. The interpretation of survey results is improved by interviews with managers of golf courses and one hotel, which is offering accommodation together with golf entries to surrounding golf courses. The collected data is compared with the same type of international surveys.
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