Analýza marketingového mixu cestovní kanceláře

Abstract

The bachelor thesis deals with marketing mix of travel agency. The thesis is divided into two main parts – theoretical and practical. The theoretical section includes theory of tourism, marketing mix and its individual parts. The practical section deals with analysis of marketing mix focused on travel agency. Firstly the travel agency profile is described which is followed by analysis of individual parts of marketing mix. One part of practical section is focused on survey and presentation of its results by charts. The results from analysis of individual parts of marketing mix and from survey are presented also by SWOT analysis. Conclusion contains recommendations which could improve utilization of marketing mix by travel agency.