Analýza kulturního zázemí městské části a návrh marketingové komunikace s obyvateli

Abstract

This thesis focuses on the analysis of the cultural background of the Malé Hoštice urban district, part of the statutory city of Opava, and proposes a marketing communication strategy for its residents. The aim of the thesis was to identify, through a questionnaire survey, the factors influencing residents' decisions to participate in cultural events, and to design a communication strategy reflecting local preferences. The theoretical part defines key concepts in city and municipal marketing, strategic management of local governments, and the marketing mix of territorial units. The practical part characterises the urban district from historical, geographical and demographic perspectives and maps cultural and civic association activities in 2025 and 2026. A total of 135 residents participated in the survey conducted between January and March 2026. Based on factor analysis and cluster analysis processed in IBM SPSS Statistics, respondents were divided into three groups: Satisfied Bystanders, Critical Non-participants, and Active Participants. Hypothesis testing confirmed that more than half of residents expressed interest in the establishment of an Instagram account, which was launched in cooperation with the district administration on 1 April 2026. Based on the SWOT analysis and research findings, specific recommendations were formulated in the areas of marketing communication and optimisation of the cultural offering.