Návrh marketingové strategie pro regionální letiště

Abstract

This thesis deals with the marketing strategy of a regional airport, specifically Leoš Janáček Ostrava Airport. This airport is located in the Moravian-Silesian region and it is an important transport hub. In addition to regular passenger routes, the airport is also dedicated to the development of freight transport. The aim of this paper is to present the marketing strategy of Ostrava Airport and to make suggestions and recommendations for future changes based on the results of the questionnaire survey. Quantitative research was used to obtain primary data. 175 respondents from the Czech Republic, mainly from the Moravian-Silesian Region, participated in the online survey. The findings of the research show that the residents of the Moravian-Silesian Region use Ostrava Airport and prefer it to other airports, despite the fact that they are not satisfied with the number of destinations offered and the sufficiency of marketing communication. The airport uses the forms of advertising that respondents notice the most. Preferences for post-coronavirus holidays have been shown to be age dependent. While younger respondents prefer to travel by air, older respondents now prefer to holiday in the Czech Republic or one of the neighbouring countries. This thesis is based on the annual reports of Ostrava Airport and general marketing communication theory. It is one of the first theses to examine Ostrava airport and consumer attitudes towards travel in the post-pandemic era.