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Marketing strategy of small accommodation facility in Prague
Spousta, Filip ; Jenčková, Jiřina (advisor) ; Kvítková, Zuzana (referee)
The paper deals with a description of accomodation facility and marketing and its individual phases. The aim of the bachelor thesis is to develop a marketing strategy for hotel Pod Věží. Furthermore the bachelor thesis evaluates external analysis, SWOT analysis and marget segmentation. After that hotel marketing mix is developed in order to meet marketing objectives and goals, which are also set in bachelor thesis. In conclusion the whole marketing mix is developed and its efficiency is assessed.
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The evaluation of the potential of the tourist information centre USE-IT Prague
Jedličková, Kateřina ; Valentová, Jana (advisor) ; Kvítková, Zuzana (referee)
This diploma thesis evaluates the potential of the tourist information centre USE-IT Prague and its possibilities in the tourist destination Prague. The aim is to determine, whether the services the information centre currently offers are attractive enough for the visitors and whether it is possible for the information centre to make a profit in order to cover its operating costs. The introductory chapters are devoted to definition of basic terms relating to tourism and its participants, tourist information centre, non-profit organization and tools used to evaluate potential of certain business - lean canvas and SWOT analyses. The second theoretical part pays attention to the USE-IT organization on the European level as well as Czech level. The Prague branch is described into more detail. The practical part evaluates the possibilities the information centre have. The evaluation is based on two surveys among visitors if the USE-IT information centre and other European USE-IT information centres. The evaluation contents lean canvas and SWOT analyses. The last chapter propose the particular services, which USE-IT information centre could offer its visitors in order to increase the attractiveness of the whole place.
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Using Gamification for Tourist Attractions Marketing
Braunová, Natálie ; Bakos, Tomáš (advisor) ; Kvítková, Zuzana (referee)
The aim of the Master thesis is to design the tourist product with elements of gamification for a chosen tourist attraction in the Czech Republic including its implementation. The project partner is Tachov castle which is situated is the town of the same name in the tourist area of Český les. The theoretical part of the thesis is included in the first three chapters, the chapter number four guarantees the transition between theoretical and practical part and the practical part is contained in the chapter number five and six. The theoretical part consists of the general terms which are related to the services and products in the tourism field, then there are defined the current trends in tourism and some marketing aspects of tourist attractions. The fourth chapter deals with the term of gamification and its principles when designing the gamified product. The chapter number five focuses on the analysis of the current situation of using gamification in tourism in the Czech Republic as well as in the foreign countries. In the last chapter there is suggested the gamified tourist product for the chosen tourist attraction. The contribution of the using gamified elements in tourist product is evaluated on the basis of its implementation and of other findings.
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Cultural Tourism and Folklore Festivals
Hamáčková, Soňa ; Heřmanová, Eva (advisor) ; Kvítková, Zuzana (referee)
The thesis deals with the analysis of cultural tourism and folklore festivals. Its goal is to characterize cultural tourism and festivals and to evaluate their position in the Czech republic and Slovakia. One part of the thesis deals with the analysis of Folklore Festival Východná and International Folklore Festival Strážnice. In conclusion the SWOT analysis of folklore festivals is conducted, festivals are compared, and measures for the next development are suggested.
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Marketing strategy of the hotel Jana a.s.
Němečková, Kateřina ; Valentová, Jana (advisor) ; Kvítková, Zuzana (referee)
The goal of this thesis is to create a marketing strategy for the hotel Jana a.s. located in Přerov (cental Moravia). It is divided into theoretical and practical part. The theoretical part introduces the basic marketing terms and the practical part applies them in practise on the example of hotel Jana a.s. Marketing research is included in order to analyze the current situation within internal and external environment of the hotel. The data from the hotel and his annual reports were used together with data from Czech Statistical Office and responsible ministries. Financial situation is analyzed using horizontal and vertical analysis of assets and liabilities plus some selected indicators (ROA, ROE etc.). The strategy is build and marketing mix is designed based on the outcome of all analyses.
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Design of urban tourism product for the company DEiiTALY
Klicperová, Tereza ; Valentová, Jana (advisor) ; Kvítková, Zuzana (referee)
The aim of the thesis is to evaluate the possibility of putting DEiiTALY company under the name DEI Tours Prague on tourism market in Prague and design suitable products for it. The thesis is divided into five chapters. The first chapter defines theoretical terms, the second describes the company DEiiTALY and its business. The third chapter focuses on the tourism market in Prague and analyzes the potential competition. The fourth chapter deals with the possibilities of launching company product at the tourism market in Prague. The final, fifth chapter, consists of three products, that could be offered by company DEI TOURs Prague.
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Marketing strategy of selected tourism company
Kysučanová, Veronika ; Valentová, Jana (advisor) ; Kvítková, Zuzana (referee)
The diploma thesis analyses Sportovní a rekreační zařízení města Ostravy, s.r.o. from a marketing perspective. The main goal is to report on the status and trends of marketing activities of the company and suggest possible improvements. The theoretical part defines a general marketing and specifics of marketing in services. In the practical part, the situation analysis evaluated the macro environment and microenvironment and costumer focused marketing research was conducted. Then the status of existing marketing toolkit is analysed. The core of the thesis is to assemble marketing strategy regarding the facts that have been emerged from the situational analysis.
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Usage of videomarketing in presentation of tourism destinations on the internet
Petkov, Michal ; Herget, Jan (advisor) ; Kvítková, Zuzana (referee)
This thesis primarily focuses on usability of video in tourism destination online marketing. Main aims are analysis of video usability modes and testing of online video ad effectiveness. Thesis also evaluates overall advisability of using videomarketing tools in destination marketing. The first chapter describes international tourism and some important tourism terms related to the overall topic such as destination, image and destination marketing. The second chapter contains facts about key internet trends and their use in tourism industry. There is also part dealing with mutual influence of internet trends and tourism consumers' behavioural shift. The third chapter presents the analysis of roles and usability modes regarding online video. In the fourth chapter there is a test of banner advertisements effectiveness consisting of video and non-video banners data comparison. Results show possible usage modes of videomarketing for destination. User generated content with video, social networking and review systems were identified as key tools for combining with online video and thus enhancing online destination marketing. These topics are also considered as the most suitable for further research. Data testing results point out higher effectiveness of ads with video content when compared to non-video content ads.
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Marketing strategy of travel agency Travel Support
Stanislav, Michal ; Valentová, Jana (advisor) ; Kvítková, Zuzana (referee)
The first theoretical part of the work describes in general tourism, terminology and briefly the historical development of tourism. The second theoretical part is focused on marketing, marketing researches, marketing mix 8 P, segmentation of the market, marketing instruments and marketing strategies. The practical part is given to analysis of the travel agency Travel Support taking Czech fisherman to Norway, then to analysis of its market environment, to analysis of its target group, to analysis of competition and of previous marketing and communication strategy. SWOT analysis is made up on the grounds of these researches. Particular, concrete recommendations building the new marketing strategy for next two years were defined according to the founded results.
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Marketing planning of Pytloun Design Hotel in Liberec
Filingerová, Petra ; Valentová, Jana (advisor) ; Kvítková, Zuzana (referee)
My bachelor thesis is focused on marketing planning process of Pytloun Design Hotel in Liberec. The aim of the thesis is to set marketing objectives based on situational analysis and to suggest marketing strategy. The first part is theoretical and explains basic terms such as accomodation facility, marketing planning process or marketing mix. Second part is focused on macroenvironment, microenvironment and involves analyses of competitors, customers, current marketing mix and SWOT analysis. In the last part marketing objectives and strategy are set.
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