Segmentace návštěvníků kulturní památky

Abstract

The main topic and target of the bachelor thesis is to create a visitor segmentation of cultural monument, chateau in Slezské Rudoltice. The first part of the thesis focuses on the concept of marketing in culture and the closely related marketing mix of services, explanation of market segmentation and the segmentation process. The practical part is focused on marketing research and data collection. In the conclusion, results of the analysis are summarized and then recommended possible suggetions for the created segments and their address.