Zpracování podnikatelského plánu glampingové zóny v rekreační oblasti Horní Bečva

Abstract

This thesis focuses on the development of a business plan for the establishment of a glamping zone in the recreational area of Horní Bečva. The objective of the thesis is to comprehensively assess the economic sustainability, market potential, and overall feasibility of the project within the environmentally sensitive area of the Beskydy Protected Landscape Area. The theoretical part defines key concepts of business planning, tools of strategic analysis, and tourism-related specifics, with a focus on the glamping phenomenon and the experience economy. The practical part includes the design of a business model, an analysis of the external and internal environment (PESTLE, Porter’s model, SWOT), the development of the Business Model Canvas, a marketing strategy, and a detailed financial plan including break-even analysis. The thesis also includes the identification and evaluation of project risks. The result of the thesis is an evaluation of the investment attractiveness and the formulation of recommendations for the implementation of the project in the given location.