03324ntm a22005057i 4500 000547590 CZ-PrVSE 20180915190850.0 m d cr n|||||||||| 180915s2018 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Davydova, Maria ISIS:109063 dis Marketingový plán malého luxusního hotelu eng Marketing Plan for Small Luxury Hotel / Maria Davydova 2018 ?? stran : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2018 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2018 This master's thesis is aimed at developing marketing strategies for the launching of a new boutique hotel on the Prague market. The work consists of theoretical and practical parts. Theory is based on marketing learnings and theories with a bias towards the luxury segment mostly. The practical part is based on the analysis of tourism in the Czech Republic as a whole, the attractiveness of Czech market for tourists, tourists’ inflows and changes of it during past 5 years. The evaluation of competition in the tourist accommodation market in the Czechs and Prague is also covered as well as the evaluation of direct competitors and their characteristics. The practical part also includes a qualitative analysis to identify and determine the nuances that help in developing a marketing mix. Qualitative analysis is conducted in the form of personal interviews with the representatives of the target audience. The results of the research are presented in the form of recommendations for the development of promotion types. . Promotion strategies also include collaboration with a Czech designer to attract the audience and add value. It involves also product descriptions, which are presented by description of the boutique hotel in particular and the process of service, which implements direct communication with a customer. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas marketing mix boutique hotel qualitative research Král, Petr, 1979- pna2010582238 ths Zlatić, Marija ISIS:76341 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/62325/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/62325 Hlavní práce https://insis.vse.cz/zp/62325/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/62325/posudek/oponent/58460 Oponentura https://insis.vse.cz/zp/62325/priloha/17474 Přiloha k práci https://insis.vse.cz/zp/62325/podrobnosti dc:identifier NEPOSILAT VSKP vse62325 180911 62325