The objective of this thesis is to propose an optimal mix of shops at Ruzyně airport and ways of improving the comunication strategy towards customers of the airport's shops. The theoretical part outlines the comunication theories and specifications of Travel retailing at the airports. The practical part contains a situational analysis of the comunication at Ruzyně airport including analysis of the airport's shops. This is followed by inquiries using questionnaires passed on to a selected target group, by an external analysis of other world's airports and by a sumarizing SWOT analysis. Based on this research, recomendations to Letiště Ruzyně on how to structure the mix of airpoirt's shops and on how to make the comunication with the airport's customers are suggested.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:112869 |
| Date | January 2010 |
| Creators | Kubálková, Dominika |
| Contributors | Zamykalová, Miroslava, Gross, Lukáš |
| 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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