Analýza marketingového mixu národní kulturní památky

Abstract

The graduation theses discuss marketing of national cultural site, concretely Karlštejn castle. It is engaged in the marketing mix, in the use of its tools. The importance with several elements of support of castles and customer's satisfaction with them on the castle Karlštejn were analysed based on research. The aim was to find out how the marketing mix tools are used in case of Karlštejn castle and where is the possibility of their improvement. We can see customer orientation in approach of the management of Karlštejn castle and so the appreciation of its marketing mix is very good. Possibility to improve is always and I see it in the cultural occasions arranged on Karlštejn castle, in the communication with customers as well as with the whole public, in the atmosphere and in some processes.