Návrh využití storytellingu jako nástroje propagace svatebního místa

Abstract

The practical part of the thesis is based on a quantitative questionnaire survey conducted using the CAWI method, in which 106 respondents participated. The research focused on identifying respondents’ preferences when selecting a wedding venue, the importance of emotions, atmosphere, and visual presentation, as well as the perception of storytelling and story-based content in marketing communication. The results showed that respondents place the greatest emphasis on atmosphere, aesthetic impression, quality of services, and authentic presentation of the venue when choosing a wedding location. At the same time, it was found that social media represent the main source of inspiration and information when searching for a wedding venue. Based on the obtained findings, a proposal for the use of storytelling in the marketing communication of Vila na Landeku was created. The proposal primarily focuses on working with authentic stories of real weddings, emotions, visual content, and the presentation of the venue’s atmosphere through social media. The results of the thesis confirm that storytelling represents an effective marketing communication tool that can contribute to differentiating a wedding venue from competitors and strengthening relationships with customers.