Analýza konkurence webových portálů na horská ubytovací zařízení

Abstract

The theme of the diploma thesis was Competitive analysis of the mountain accommodation web sites. The main aim of the diploma thesis was to find out what is the competitiveness of web site Naše hory compared to the four largest competitors in the marketplace. Further aims were focusing on the evaluation of the quality of services, the strengths and weaknesses of the portals and the communication with the consumers and the owners of the accommodation objects. Competition analysis was conducted by using the tracking method and by mystery mailing. The analysis was focused on the appearance and functionality of the web sites, communication with clients, pre-sales marketing activities, booking options, social networks. The mystery mailing was based on respondents' responses, were the thesis was focused on the speed of response, clarity, additional service recommendations, or discount offers. In order to evaluating the significance of the criterion, there was made a questionnaire for respondents with a hobby in tourism. The results of the analysis were designed both for the web site Naše hory and also for the accommodation facilities as a whole.