Návrh marketingového mixu ubytovacího zařízení

Abstract

My diploma thesis is focused on marketing in sphere of hotel services. The purposes of this work was to evaluate the usage of marketing instruments under the conditions of the market short-acting Regia Hotel and suggest alternations for the better usage of marketing implements. In the theoretical section I focused on the dilemma of marketing mix in a sphere of services. The general conception of services, their characteristics, marketing mix and its elements were described there. In other parts I paid attention to characteristics of the hotel Regia, I described its of the site, history of the hotel, services offered and marketing environment which surrounds the hotel. In the following section I described the used methods of collecting primary and secondary data. In the practical section I focused on a description of marketing mix of Regia Hotel on the basis of given information. I analysed the individual element of marketing mix - product, price, place, promotion, people, processes and physical environment. I also developed a SWOT analysis to highlight the strengths and weaknesses of the hotel and also the possible opportunities and threats. I also conducted the questionnaire survey among hotel customers. The information I used in the processing of the next chapter. In the last section of my diploma thesis I made suggestions and recommendations of the management of Regia hotel according to marketing mix analysis. Most changes I suggested in the product and promotion.