Marketingová komunikace v oblasti cestovního ruchu
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Bakalářská práce s názvem Marketingová komunikace v oblasti cestovního ruchu pojednává o komunikační strategii hotelu Grand Hotel Imperial. V teoretické části práce je charakterizována marketingová komunikace a její východiska a také je zde podrobně popsán komunikační mix a jeho jednotlivé nástroje. Dále se teorie zabývá charakteristikou cestovního ruchu a jeho východisek a
nedílnou součástí je i vymezení pojmu hotelnictví a marketingová komunikace v tomto oboru. Následuje praktická část, která se věnuje představení vybraného hotelu, jeho marketingovou komunikací a zejména analýzou jeho komunikační strategie. Cílem závěrečné práce je vyhodnocení komunikační strategie hotelu a následný návrh na optimalizaci komunikační strategie hotelu.
The bachelor thesis, titled Marketing communication in the field of tourism, deals with the communication strategy of the Grand Hotel Imperial. In the theoretical part of the thesis, marketing communication and its starting points are characterized, and the communication mix and its individual tools are also described in detail. Furthermore, the theory deals with the characteristics of tourism and its starting points, and the definition of the concept of hotel business and marketing communication in this field is also an integral part. This is followed by a practical part, which is devoted to the presentation of the selected hotel, its marketing communication and especially the analysis of its communication strategy. The aim of the final thesis is the evaluation of the hotel's communication strategy and the subsequent proposal to optimize the hotel's communication strategy.
The bachelor thesis, titled Marketing communication in the field of tourism, deals with the communication strategy of the Grand Hotel Imperial. In the theoretical part of the thesis, marketing communication and its starting points are characterized, and the communication mix and its individual tools are also described in detail. Furthermore, the theory deals with the characteristics of tourism and its starting points, and the definition of the concept of hotel business and marketing communication in this field is also an integral part. This is followed by a practical part, which is devoted to the presentation of the selected hotel, its marketing communication and especially the analysis of its communication strategy. The aim of the final thesis is the evaluation of the hotel's communication strategy and the subsequent proposal to optimize the hotel's communication strategy.
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cestovní ruch, hotel, komunikační mix, komunikační strategie, marketingová komunikace