Zhodnocení marketingové komunikace kulturních akcí obce

Abstract

The topic of this bachelor's thesis is the Evaluation of Marketing Communication of Cultural Events in the Municipality. The main objective of the thesis was to evaluate whether the residents of the municipality are satisfied with the form and content of communication that the municipality of Fryčovice uses to promote cultural events. In the methodological part, a quantitative research survey in the form of electronic questionnaires was used to achieve the objective of the thesis. The results of the research revealed that satisfaction with the content and form of communication depends on age. On the contrary, the length of stay in the municipality did not appear to be a significant factor influencing the perception of the quality of information provided about cultural events. The research confirmed that personal recommendations and strong neighborly ties play a crucial role in the communication of cultural events. At the same time, the data showed that citizens have high demands for the visual aspect of promotion, which creates room for modernization of existing channels. In the final part of the thesis, specific measures are proposed. Key recommendations of the work include modernizing the municipal newsletter, streamlining the use of the mobile radio application, officially anchoring social networks under the auspices of the municipality, and unifying the visual aspect of promotion, which is necessary to ensure professional and uniform communication of the municipality's cultural events.