Analýza image lyžařského střediska

Abstract

The objective of this thesis is to analyze the image of the Karolinka ski resort for customers who have visited this resort in the winter season 2014/2015. The theoretical part describes corporate identity, image and public relations. Characteristics of the ski area is described in terms of microeconomic, mesoeconomic and macroeconomic perspective. Data for the analysis were obtained from an online questionnaire as well as from focus groups. Suggestions and recommendations that can improve the perception of the ski resort are based on the obtained data.