Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76365 |
| Date | January 2009 |
| Creators | Kostková, Hana |
| Contributors | Mlejnková, Lena, Zábranská, Hana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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