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Analysis of marketing activities in selected hotel

Authors: Čurlinová, Běla;

Analysis of marketing activities in selected hotel

Abstract

The aim of this thesis is to analyze the marketing activities in the selected four-star hotel in Karlovy Vary, then in the next step to evaluate the range and quality of these activities. The outcome based on these results will be used as suggestion of measures to improve the analyzed marketing activities. In the theoretical part I will describe the specifics of services and tourism, services of the hotel and the basic elements of marketing mix expanded with the elements typical for the service realm. In the practical part there will be the description and characterization of the selected hotel itself and its marketing mix followed by the analysis from the competitors and clients together with the analysis of their evaluation of provided services. The outcome based on these results will be used as suggestion of measures to improve the marketing activities of the hotel and to raise the occupancy of the hotel.

Cílem této práce je analyzovat marketingové aktivity ve vybraném čtyřhvězdičkovém hotelu v Karlových Varech. Následně zhodnotit rozsah a kvalitu těchto aktivit a na základě výsledků navrhnout opatření vedoucí k jejich zlepšení. V teoretické části jsou charakterizována specifika služeb a cestovního ruchu, služby hotelu a jednotlivé základní prvky marketingového mixu rozšířené o prvky typické pro oblast služeb. V praktické části je charakterizován vybraný hotel a jeho marketingový mix. Následuje analýza jeho konkurence a zákazníků společně s analýzou jejich hodnocení poskytovaných služeb. Na základě těchto analýz jsou navržena opatření, která by mohla zefektivnit marketingové aktivity hotelu a tím navýšit jeho obsazenost.

Obhájeno

Country
Czech Republic
Related Organizations
Keywords

hotel, marketing mix, marketingový mix, tourism, cestovní ruch, situation analysis, situační analýza

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  • citations
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average