Analýza marketingové komunikace místních kulturních akcí

Abstract

The aim of this bachelor thesis is to analyse the current marketing communication of cultural events in the selected locations and to propose improvements to increase the effectiveness of promotion. The theoretical part of the thesis explains the basic concepts related to marketing, marketing communication, including tools and strategies used in the field of culture, the characteristics of the town of Polešovice and a description of all research sites. In the practical part, the Focus Group method was used to obtain the opinions and experiences of visitors and organizers. The results of the analysis showed that there is room for improvement in marketing communication, especially in the area of online promotion and social networks. Based on these and other findings, the paper presents specific recommendations for improving marketing communication, including the use of new technologies and improved targeting of specific audiences. These recommendations can be used by cultural event organizers to improve marketing communication and increase attendance.