Marketingová komunikácia firmy Airbnb

Bc. Diana Pôbišová

Master's thesis

Airbnb marketing communication

Abstract:

This Master’s Dissertation "Airbnb Marketing Communication" focuses on the current topic of the shared economy, namely Airbnb, which offers accommodation services worldwide and its marketing activities. Airbnb is a worldwide platform founded in 2008 in San Francisco. This company currently operates in 191 countries around the world. The purpose of this dissertation is to analyze Airbnb, marketing environment and communication and then to create a campaign that would further raise awareness of this platform and reputation. The aim of the work was achieved by Airbnb analysis and case study of users of this platform.

Abstract:

Diplomová práca „Marketingová komunikácia Airbnb“ je zameraná na aktuálnu tému zdieľanej ekonomiky a to konkrétne na firmu Airbnb, ktorá ponúka ubytovacie služby po celom svete, a na jej marketingové aktivity. Airbnb je celosvetová platforma založená v roku 2008 v San Franciscu. V súčasnej dobe pôsobí v 191 krajinách sveta. Cieľom diplomovej práce je analýza firmy Airbnb, jej marketingového prostredia a komunikácie, prípadová štúdia užívateľov tejto platformy a následné navrhnutie kampane, ktorá by ešte viac zvýšila povedomie o tejto platforme a zlepšila „image“ tejto značky.

Keywords

Airbnb, analýza, marketing, marketingová komunikácia, zdieľaná ekonomika

Language used: Slovak

Date on which the thesis was submitted / produced: 2. 5. 2019

Thesis defence

• Date of defence: 10. 6. 2019
• Supervisor: doc. Ing. Dagmar Jakubíková, Ph.D.
• Reader: doc. Mgr. Ing. Karel Chadt, CSc.

Institute of Hospitality Management in Prague

Master programme / field:
Economics and Management / Marketing Communication (Study in Czech)