Analýza úspěšnosti eventu

Abstract

This diploma thesis deals with the success analysis of the first edition of The ŽENY SUMMIT conference, which took place in November 2025 in Ostrava. The main objective of the thesis is to evaluate the success of this event from the attendees' perspective and to propose specific recommendations for streamlining future editions. The theoretical part defines the concepts of event marketing and strategic planning based on specialized literature. The practical part is based on mixed-methods research, which includes a qualitative in-depth interview with the project director and a quantitative questionnaire survey involving 55 respondents. The results of the analysis indicate high overall satisfaction with the event (an average rating of 4.09 out of 5) and strong loyalty, with 73% of participants declaring an interest in attending the next edition. Subsequent statistical hypothesis testing demonstrated a strong correlation between the perceived price-to-value ratio of the ticket and overall satisfaction as well as the fulfillment of expectations. Based on identified logistical and content-related shortcomings, such as overcrowded relaxation zones and the excessive generality of some lectures, the thesis finally proposes the implementation of a mobile application with a reservation system, deeper professional segmentation of the program for female entrepreneurs, and the introduction of a community loyalty program