Content media in hotel marketing

Asiya Khalitova

Bakalářská práce

Anotace:

Abstract KHALITOVA, Asiya. Content media in hotel marketing. [Bachelor dissertation] Institute of Hospitality Management in Prague. Prague: 2017. Total number of pages: 52 Today, many aspects of our lives moved online. In searching for a particular product or service users access to the network. This also applies to the hospitality industry. Hotels need to have quality websites, be active in social networks to attract new customers. For this purpose, they need a high-quality and interesting content. The aim of the thesis is to analyze the media content of selected hotels, compare their presentation on the network and identify problems with subsequent recommendations for improvement. The theoretical part describes the basics of content marketing and the basic techniques of working with it, as well as key concepts related to this topic. The analytical part of the study used different methods. The main method is analysis of the website and social networks of three Prague hotels: Hotel Paris Prague, Art Nouveau Palace Hotel and Hotel U Prince, with a subsequent comparison of their results. Also, expert evaluation and manual testing of the focus group are used to assess the quality of the hotel websites and its content. The next part is the analysis of social networks, in which the main emphasis is on analyzing a qualitative and quantitative data. Consequently, problems were identified, why media content does not bring high results. Basically, this is the use of poor-quality material, not a structured text, in posts in social networks there is no motivation for action and promotion of the goods. In addition, many accounts on social networks from hotels are empty and have not been updated for a long time. In the end, the author offers his recommendations for improving the situation. Key words: Content, Content Marketing, Content Media, Hospitality Marketing, Prague Hotels.

Abstract:

Abstract KHALITOVA, Asiya. Content media in hotel marketing. [Bachelor dissertation] Institute of Hospitality Management in Prague. Prague: 2017. Total number of pages: 52 Today, many aspects of our lives moved online. In searching for a particular product or service users access to the network. This also applies to the hospitality industry. Hotels need to have quality websites, be active in social networks to attract new customers. For this purpose, they need a high-quality and interesting content. The aim of the thesis is to analyze the media content of selected hotels, compare their presentation on the network and identify problems with subsequent recommendations for improvement. The theoretical part describes the basics of content marketing and the basic techniques of working with it, as well as key concepts related to this topic. The analytical part of the study used different methods. The main method is analysis of the website and social networks of three Prague hotels: Hotel Paris Prague, Art Nouveau Palace Hotel and Hotel U Prince, with a subsequent comparison of their results. Also, expert evaluation and manual testing of the focus group are used to assess the quality of the hotel websites and its content. The next part is the analysis of social networks, in which the main emphasis is on analyzing a qualitative and quantitative data. Consequently, problems were identified, why media content does not bring high results. Basically, this is the use of poor-quality material, not a structured text, in posts in social networks there is no motivation for action and promotion of the goods. In addition, many accounts on social networks from hotels are empty and have not been updated for a long time. In the end, the author offers his recommendations for improving the situation. Key words: Content, Content Marketing, Content Media, Hospitality Marketing, Prague Hotels.

Keywords

Content, Content Marketing, Content Media, Hospitality Marketing, Prague Hotels.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 6. 6. 2017
• Vedoucí: Ing. Stanislava Belešová, PhD.
• Oponent: Ing. Štěpán Chalupa

Vysoká škola hotelová v Praze

Bakalářský studijní program / obor:
Gastronomie, hotelnictví a turismus / Hospitality Management