Komparácia stratégií marketingovej komunikácie vybraných typov ubytovacích zariadení.

Bc. Anna Cimbaľáková

Master's thesis

Comparison of Marketing Communication Strategies of Selected Types of Accommodation Facilities

Abstract:

Marketing communication strategy is essential in reaching a target customers. The aim of this thesis is to identify the key differences of marketing communication strategy focusing on the selected types of hotels that offer similar products and focus on partly different target groups. Wellness services were selected as the compared product and hotels, such as Aquapalace Hotel, Imperial Hotel, Alaxander Hotel and Horizon Hotel were selected based on wellness services, hotels category and type of accommodations. The main selected method of this work was a comparative data analysis, of the data gathered from the primary and the secondary collection. Based on the comparison, the outcomes were wvaluated with the focus on the target groups. Consequently the suggestions for improvement were provided based on every part of the thesis.

Abstract:

Stratégia marketingovej komunikácie je dôležitá pri oslovovaní cieľového zákazníka. Cieľom tejto diplomovej práce je identifikovať kľúčové rozdiely stratégie marketingovej komunikácie vybraných typov hotelov, ktoré ponúkajú podobné produkty a zameriavajú sa na čiastočne odlišné cieľové skupiny. Za produkt boli zvolené wellness služby a za hoteli Hotel Aquapalace, Imperial, Alaxander a Horizont na základe wellness služieb, kategórie, ubytovacej kapacity a typu hotela. Hlavnou metódou spracovávania tejto práce bola komparatívna analýza dát, získaných na základe primárneho a sekundárneho zberu. Na základe komparácie boli vyhodnotené výstupy s dôrazom na cieľové skupiny. Následne návrhy zlepšenia opierajúce sa o všetky časti diplomovej práce.

Keywords

cieľové skupiny, komparatívna analýza, marketing, marketingová komunikácia, wellness služby.

Language used: Slovak

Date on which the thesis was submitted / produced: 5. 5. 2016

Thesis defence

• Date of defence: 10. 6. 2016
• Supervisor: doc. Ing. Jan Hán, Ph.D.
• Reader: Ing. Stanislava Belešová, PhD.

Institute of Hospitality Management in Prague

Master programme / field:
Gastronomy , Hospitality Management and Tourism / Hospitality and Spa Management