Návrh marketingové komunikace hradu

Abstract

The aim of the bachelor labour was to design marketing communication of the Buchlov castle, because present communication tools aren’t used in a good way. The main purpose of research was to find, how visitors perceive the castle, their satisfaction with the visit and in the last but not least to suggest improvement, which is described in the last chapter. Research showed that people from surrounding visit the sight, but the events aren’t attended by all these people. Also, the research showed that visitors mostly use the word of mouth when they search information about the sight or her events. The proposals are focused on better application of traditional communication tools, but also their unusual trends such as viral marketing, event marketing or the net.