Analýza marketingového mixu hotelu

Abstract

This bachelor's thesis deals with the analysis of a hotel's marketing mix. This work aims to describe the current state of service, define its strong and weak places, and recommend improvements of the single elements of the marketing mix based on theoretical knowledge in services marketing. The research that is a part of this thesis consists of qualitative and quantitative parts. The methods of primary data collection are an in-depth interview with the management representatives and a questionnaire survey among 150 hotel's customers. The research also includes the content analysis of secondary data in the form of customer reviews from the reservation portal. The results show how management's views on the quality of the service coincide with customers and how, on the contrary, both parties differ. Finally, recommendations are issued to improve all elements of the marketing mix, which should, if implemented, lead to an increase in the quality of services provided, to higher customer satisfaction, and to increase of the hotel's profitability.