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Návrh stratégie rekonštrukcie ubytovacieho zariadenia
Fajtová, Mária Lujza
The aim of the bachelor's thesis is to propose a strategy for the reconstruc-tion of the accommodation management, which will lead to increased competitive-ness. It uses external and internal analysis to suggest changes to the accommoda-tion. Firstly, literary research has been carried out, which deals with the concepts of tourism and management, followed by the analytical and design part. In the analytical part, through the PESTE analysis and the Porter model of the five driving forces, an environmentally friendly environment has been identified and, through an expanded 8P marketing mix, complemented by a questionnaire survey, strengths and weaknesses as well as information that people would like to see as part of the facility. In the questionnaire, 150 respondents were addressed via an online questionnaire as well as in person. Some questions were based on the 4C marketing mix. Subsequently, a SWOT matrix was set up to identify some strategic objectives. The resulting strategy has been built on the 8P extended marketing mix and focuses on increasing competitiveness, improving quality, and raising awareness of the accommodation facility.
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