Marketing a management vybraného lyžařského a snowboardového střediska

Abstract

Theme of this bachelor’s thesis is Marketing and management study of ski resort. I focused on local ski centre Javorovy Vrch. The goal of my thesis is analysis of marketing and management area. Thesis is divided into two sections the first part is theoretic and the second is practical. Theoretic part is based on marketing, sports marketing, marketing mix, marketing communications with customers, marketing analysis, management, sports management and also the ways how to assure financial resources, in order that I also focus on questionnaire method which is used in my thesis. Practical part is focused on research itself. There is an interview with ski resort manager, analysis of marketing tools and SWOT analysis. SWOT analysis is based on questionnaire results and interview with manager as well. Based on gathered information we can point out poor and strong ski resort’s sides. There is questionnaire evaluation located at the end of the practical part. The questionnaire was filled out by visitors of ski resort Javorovy Vrch. The second part also contains the sum of questionnaire outcomes and the final proposal. Based on my research I proposed improvements which can make the ski resort Javorovy better.