Návrh marketingových programů pro rozšíření členské základny KČT

Abstract

The aim of this master thesis is the analyze of Czech Tourist Club members and non-members attitudes to club‘s provided activities and proposal of marketing programs for expansion the membership of Czech Tourist Club that are focused on target group 18 – 40 years. Survey was realized by personal and electronic questioning using two questionnaires, one for members and one for non-members of Czech Tourist Club. The sample of is 235 respondents - members and 115 respondents - non-members. Based on results analysis as well as internal information of Czech Tourist Club, the specific marketing programs for expansion the membership are designed.