Komparace marketingové strategie lyžařských areálů v Moravskoslezském kraji

Abstract

The aim of this thesis is to compare marketing strategies of ski resorts in Moravian-Silesian region, specifically ski resort Kopřivná and Malenovice. The first part of the thesis focuses on basic terms, which are relevant to the topic, the second part of the thesis describes basic marketing factors, according to which the resorts are compared. For the comparison, the methods of SWOT analysis and survey were used. There is a summary of the results of the survey and recommendations for each resort at the end of the thesis.