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Comparison of competitive advantage of east Bohemian spas with emphasis on locomotive organs problems
Kalbáčová, Iva ; Oponent B, (referee) ; Navrátilová, Miroslava (advisor)
Title: Comparison of competitive advantage of east Bohemian spas with emphasis on locomotive organs problems Goal: Identification ofcompetitive position offour medical spas in east Bohemia and proposal ofindividua! development opportunities for weaker market competitors. Method: It is the mixed research, type of case study. It was used modi:fied german model of spa comparative analyse with application ofprimary and secondary data sources. Results: Clarify the position of the most competitive and the least competitive spa location in explored area, analyse the value ofmarket potential and propose new possibilities for increasing a visit rate of given locations. Keywords: Bathing, history of bathing, quality standard, competitive advantage, comparative analyse, Lázně Bělohrad, Lázně Bohdaneč, Janské Lázně, Lázně Velichovky, therapeutic methods, leisure time possibilities, marketing communication.
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