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Marketing Strategy of the Accommodation Facility
 BERÁNKOVÁ, Tereza
The aim of this diploma thesis is to set a marketing strategy for accommodation facility based on theoretical knowledge, carried out analysis and survey of customer satisfaction. As an accommodation facility has been selected a family guesthouse called Penzion Na Špičáku which is located in Český Krumlov. This diploma thesis explains terms as a marketing, strategic marketing, marketing strategy, strategic marketing process and other important terms for well understanding of given topic. For the research in this thesis, there are selected analysis of internal and external environment, competition analysis, SWOT analysis and short questionnaire of customer satisfaction. Due to the Covid-19 pandemic, the analysis of impacts on other similar accommodation facilities has been added into this thesis. Based on the outcome of the research and analysis, there is suggested a marketing strategy and actions that would lead to higher competitiveness of chosen guesthouse.
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