The thesis investigates potential improvements of the competitiveness of accommodation in the tourism in the context of sustainability and responsibility based on an analysis of internal and external business environment. The theoretical part deals with the tourism market, a company in tourism, the business environment of the company and its analysis and the reader is also presented with the process and the types of marketing research. In the practical part the selected accommodation is presented and subsequently examined by means of the individual analyses of its internal and external business environments. One analysis also includes the survey conducted among business customers. Analyses of business environment showed that the company has a great potential for further development. Its strengths outweigh the weaknesses. The practical part includes a structured interview with the owner of the company. The research showed that customers are generally very satisfied and recommend the company further. Despite these positive facts it was estab- lished that the occupancy of this accommodation is much lower than it could be. There- fore the measures were suggested that should help the company to solve this problem and also to further develop in the future. It was recommended for example to introduce an online contextual advertising, to use modern volunteer tourism, or crowdfunding.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:317586 |
| Date | January 2017 |
| Creators | MAŘÍKOVÁ, Karla |
| 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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