Návrh modifikace marketingového mixu pro zámek

Abstract

This thesis focuses on proposing a modification of the marketing mix for Červená Řečice Castle, a historical monument that has recently undergone extensive restoration and aims to increase its attractiveness to visitors. The main objective is to analyze the current marketing mix of the castle and suggest specific improvements to strengthen its position in the cultural tourism sector. The theoretical part addresses the specifics of marketing for cultural heritage sites, analyzes the internal and external marketing environment, and examines the use of traditional and digital promotional tools. The practical part presents a quantitative research in the form of a questionnaire survey among visitors and the general public, which serves as the basis for proposing modifications to the castle's marketing strategy. The outcomes of the thesis can help unlock the site's potential.