Marketingový výzkum spokojenosti hostů ve vybraném hotelu

Abstract

Abstract

Title of the thesis: Marketing Research of Guest Satisfaction in a Chosen Hotel The objective of my bachelor thesis is to find out guest satisfaction in a chosen hotel. Namely, in the Best Western Hotel Grand in Uherske Hradiste. Furthermore, the paper analyzes hotel's target group and explores the perception of Best Western hotel chain. First section of my dissertation focuses on methodology, where specific processes and tools are presented, which help to answer the questions of interest. The methodology specifically concentrates on the strategy of the research (quantitative strategy), method of choosing the type and size of the sample. In addition the section includes a detailed description of creating the questionnaire and the methods of analysing the collected data. The next chapter introduces the marketing research theory, followed by the characterization of the chosen hotel Best Western Hotel Grand and the Best Western hotel chain. In this section there is an economical comparison of Hotel Grand with the other hotels in Uherske Hradiste, based on revenue and costs data. The final sections offer the results of the quantitative-empirical research and of the data analysis in the statistical programme SPSS. Based on these insights, conclusions and recommendations are reached for the hotel. Wordcount of the dissertation is 9108.