Metody pro průzkum trhu při zavedení linky u leteckého dopravce

Abstract

The diploma thesis deals with a comprehensive description of market research in air transport and the methods used for it. The aim of the thesis is to propose a methodology on the topic of market potential analysis (MPA) in air transport, based on both the theoretical and practical parts of the work, as well as additional studies focused on the subject. The thesis is divided into a theoretical and practical part. In the theoretical part, the process of launching new routes by an airline (of which MPA is an integral component) will be described first in general terms. The second half of this section focuses on more detailed description of MPA, and the methods used for its application (including quantitative and qualitative methods). The practical part of the thesis is divided into three phases. The first phase involves the application of a selected qualitative method (a questionnaire survey) in practice. The second phase involves the application of a selected quantitative method (a gravity model). The gravity model will then be compared with real operational data, thereby proving the hypothesis that gravity models are among the most accurate mathematical methods for MPA. The final phase of the practical part consists of a proposed methodology on the topic of MPA in air transport. This methodology will be based on the previous parts of the thesis as well as additional studies of the issue. The conclusion of the thesis will provide an evaluation of the topic, a discussion of the results achieved, and a reflection on whether the objective and intent stated in the introduction were fulfilled.