Cenotvorba vybraného podniku v mezinárodním cestovním ruchu
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Date
2025-06-05
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Abstract
Tato bakalářská práce se zabývá cenotvorbou ve vybraném podniku působícím v oblasti mezinárodního cestovního ruchu. Cílem práce je analyzovat současnou cenovou strategii vybraného podniku a navrhnout její úpravy, které by vedly ke zvýšení výnosnosti a konkurenceschopnosti. V teoretické části jsou vysvětleny principy cenotvorby a revenue managementu v hotelnictví a praktická část se zaměřuje na konkurenci vybraného podniku a navržení nové cenové strategie. Výsledkem práce je navržení nové cenové strategie a doporučení k využívání aktivnějšího přístupu revenue managementu.
This bachelor thesis deals with pricing in a selected company in the international tourism industry. The aim of the thesis is to analyze the current pricing strategy of the selected company and to propose its adjustments that would lead to increased profitability and competitiveness. The theoretical part explains the principles of pricing and revenue management in the hotel industry and the practical part focuses on the competition of the selected enterprise and the design of a new pricing strategy. As a result of the thesis, a new pricing strategy is proposed and recommendations are made to use a more proactive revenue management approach.
This bachelor thesis deals with pricing in a selected company in the international tourism industry. The aim of the thesis is to analyze the current pricing strategy of the selected company and to propose its adjustments that would lead to increased profitability and competitiveness. The theoretical part explains the principles of pricing and revenue management in the hotel industry and the practical part focuses on the competition of the selected enterprise and the design of a new pricing strategy. As a result of the thesis, a new pricing strategy is proposed and recommendations are made to use a more proactive revenue management approach.
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Cenotvorba, cestovní ruch, konkurence, revenue management, ubytovací zařízení.