Market analysis of agritourism in the Krasnodar territory

Bc. Maria Umanskaya

Diplomová práce

Abstract:

This research is focused on the analysis of the agritourism in one of regions of Russia, the Krasnodar Territory. The aim of this thesis is to estimate the regional market of agritourism in terms of its available resources, suppliers, external environment and customers. The study is based on the use of primary and secondary sources of data: statistical information of the Russian State Statistics Office, The Ministry of Tourism of the Krasnodar Territory and the questionnaire research conducted among customers of agritourism services in the region. Practical part of the thesis consists of analysis of agritourism resources of the Krasnodar Territory, PESTEL analysis of external environment of the market, classification of agritourism suppliers and customer segmentation based on the machine-aided hierarchical cluster analysis. SWOT-analysis is used to propose of suitable recommendations for the development of regional agritourism market.

Keywords

agritourism, market analysis, tourist destination management, Russian tourism market, tourism marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 27. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Ladislav Pilař, MBA Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management