Analýza image sportovního klubu

Abstract

The main goal of the thesis was image analysis of the hockey club HC Vitkovice Steel. Other goals were to identify the strengths and weaknesses of the image of the hockey club and also to compare perception of the image by both fans and general schema_dspacedb. As the method of data collection was used a questioning. There were created two questionnaires, one of them for the fans and the other for the general schema_dspacedb. The first questionnaire was completed by 306 fans of the hockey club and the other was filled out by 103 respondents from the general schema_dspacedb. The main focus is devoted to the analysis of the data from the survey. The object of the analysis was free association with HC Vitkovice Steel, specific questions for the fans and the public, important factors for visiting sports events, questions focused on the image, logo and marketing influence of HC Vitkovice Steel and also perception of the overall image of the hockey club. In addition to that, there was second level of data classification and testing correlations among the elements of the image HC Vitkovice Steel and age, duration of being a fan and frequency of visiting games. Finally, opinions of fans and the general public were compared and the strengths and weaknesses of the image HC Vitkovice Steel were identified. Based on the research results were made suggestions and recommendations that can help to improve individual elements, but also the overall image of the club.