Analýza image města v oblasti sportu

Abstract

The main goal of this master thesis is making analysis of the city of Ostrava in the field of sport, to find out the awareness rate of inhabitants in Ostrava and population living elsewhere in Czech republic about sporting events held in the city, to identify strengths and weaknesses of Ostrava and to suggest possible actions, which would lead to extension of knowledge of sport in Ostrava. The master thesis is divided into two main parts: theoretical and applicative. Theoretical part describes theoretical bases which are necessary for the city of Ostrava analysis in the field of sport. Applicative part includes research goal and problem or rather quantification of selection aggregate. Next the suggestions and recommendations are outlined for improvement of the image of the city of Ostrava. Data were gathered by questionnaire survey. What emerged from marketing research is that the city of Ostrava should aim to increase attendance of sporting events, especially among young inhabitants of the city, improve communication and promotion of sporting events and also try to lower the price of sporting events entrance fees.