Analýza imidžu mesta

Abstract

The theme of this diploma thesis is image analysis of the city Bytča. The aim of this thesis is to find out the actual state of image of the city from the perspective of citizens and visitors of the city. The reasons of satisfaction and dissatisfaction with living in the city were examined too. In the theoretical part is defined the concept of image and marketing of cities and municipalities. Further defines characteristics of Bytča city in internal and external marketing environment. Analytical part is oriented on evaluation of data obtained by online questionnaire. Data were subjected to a first and second level classification. Within the analysis were used parametric tests ANOVA and Student t-test for two independent samples. Based on obtained data and its analysis are suggested options, that have a potential for Bytča city image improvement.