Analýza produktové strategie v oblasti cestovního ruchu

Abstract

The aim of this work was to conduct research based on a thoroughly compiled and planned questionnaire survey. This survey examined the possibilities of innovating the process of assembling offers for the travel agency CK TURISTA Ltd. The relevance of the obtained data was achieved by targeting exclusively current customers of the travel agency. Specific tours were designated for the distribution of questionnaires. This choice not only brought very good relevance of the obtained data but also a very high completion rate. To gain a better overview of the key elements that could positively impact the current product development strategy, several analyses were conducted and evaluated. Thanks to two main analyses, factor and clustering analyses, seven key points were identified that could help streamline sales and thus increase the profitability of the company for the following seasons. The research also identified the most common combinations of basic demographic elements among corporate clients. These were subsequently used to create a persona of the typical CK TURISTA customer along with their preferences. Based on the final result, the current product strategy can be deemed sufficiently good but with some room for adjustment. The most important point concerns the gradual trend towards increasing demand for above-standard, more comfortable, albeit more expensive accommodation. More than two-thirds of respondents could be classified into the group labeled as "pleasure-seekers," whose primary goal is not so much enthusiasm for skiing experiences but rather the enjoyment of a comfortable, pleasantly spent winter holiday. Another interesting finding achieved was the significantly lower impact of transportation ratings on overall trip satisfaction. The third most important point was a change in the perception of the typical customer. The research results clearly pointed out that the sales strategy of the travel agency should also not overlook marketing targeted at women, as they constitute a significant majority of the clientele. The work only supplements the possibilities that would likely remain hidden without more thorough analyses, but their implementation could help the company in the coming years.