Návrh marketingového mixu penzionu

Abstract

The aim of the bachelor’s thesis is to design the optimal marketing mix for the new boarding house, which will be situated in the historical villa in Luhačovice. Marketing mix was designed according to environmental characteristics, in which will the new boarding house operate, and the analysis of results of quantitative research in the form of questioning. The research was focused on potential boarding house customers’ requirements for the elements of marketing mix. Bachelor’s thesis resulted in specific proposal of the marketing mix of the boarding house.