The impact of natural disaster on hotel marketing, with focus on digital marketing

Bc. Kateřina Hrubá

Diplomová práce

Abstract:

Diploma thesis is focused on marketing of hotels, namely after they experienced natural disaster. The main aim of this thesis is to analyze marketing strategies of selected hotels and find whether the strategy has been changed as a consequence of natural disaster. Thesis is divided into two parts – theoretical and practical. The theoretical part deals with term natural disaster and its determinants. Furthermore, provides data and statistics related to natural disaster. Marketing and its new forms are discussed in theoretical part as well as use of new technologies and their advantages in hotel industry. The second part of thesis contains the analysis of selected hotels via short form where hotels provide basic information and information related to their marketing and natural disaster they faced. According to interviews done with all selected hotels, it is possible to make suggestions and recommendations in marketing process of a selected hotel that is in the same situation now.

Keywords

Natural disaster, Marketing, Digital marketing, Hotel industry, Hotel, Social media, Resort, Hostel

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 6. 4. 2020

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / European Agrarian Diplomacy