Marketing cestovní kanceláře

Abstract

This bachelor thesis deals with travel agency marketing mix. The goal of this thesis is a current condition analysis of a chosen travel agency and proposal for a new marketing mix of this company. The bachelor thesis is dividend in two parts – theoretical and practical part. In the theoretical part, there are definitions of basic terms as tourism, marketing, and marketing mix of course. These definitions are defined on the basis of special literature resources and university tuition resources. In the practical part, there is introduced the chosen travel agency Veligradtour. There is mentioned its activity characteristics followed by the detailed analysis of its existing marketing mix. This analysis is based on data obtained in depth interview with the travel agency owner. There are changes suggested in accordance to a questionnaire survey and a SWOT analysis. These changes applied should result in an improvement of the current condition. Due to the SWOT analysis the weaknesses and strengths are identified and the opportunities and threads are specified. All recommendations are made in accordance to the finance budget of the chosen travel agency. The goal was to propose realistic solutions leading to awareness of the travel agency, increase in clients, and maintaining the current clients.