03685ntm a22005297i 4500 000723513 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Anisimova, Anastasiia ISIS:162499 dis Airbnb jako nástroj pro propagaci podniku : vytvoření strategie pro Massovku eng Airbnb as a tool for business promotion : creating a strategy for Massovka Anastasiia Anisimova 2025 ?? stran : digital, PDF soubor Vedoucí práce: Alžbeta Gburíková Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This bachelor thesis explores the potential of using Airbnb Experiences as a digital marketing tool for promoting creative workshops, focusing on the case of Massovka, an art studio based in Prague. The main aim is to develop a marketing strategy to help Massovka attract a new segment of customers through Airbnb and to evaluate how the platform’s features could support customer engagement and business growth. The research combines theoretical analysis of marketing models with qualitative research, including interviews with Massovka’s customers, Airbnb users and potential local clients. Analytical tools such as SWOT, IFE/EFE matrices are used to assess Massovka’s internal and external environment. A perceptual map is used to evaluate Airbnb as a tool for promoting services in comparison to other key players in the travel and experience industry. Based on the findings, a marketing strategy is created using the STDC model, focusing on promoting sweets workshops as an entry point to Airbnb Experiences. Expert evaluation confirms the strategy’s practical applicability, highlighting its alignment with Massovka’s brand values and the behavioural patterns of Airbnb’s audience. The results show that Airbnb integration offers Massovka a realistic and sustainable path for customer growth, provided that early engagement challenges are actively managed. This thesis contributes to a better understanding how creative businesses can adapt digital platforms traditionally associated with tourism to strengthen their market position. Způsob přístupu: Internet multimédia v ekonomické praxi [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Airbnb experience marketing creative industry marketing strategy digital marketing Gburíková, Alžbeta ISIS:128414 ths Ngo, Tien Dung ISIS:142986 opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/90051/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90051 Hlavní práce https://insis.vse.cz/zp/90051/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90051/posudek/oponent/86284 Oponentura https://insis.vse.cz/zp/90051/priloha/31288 Přiloha k práci https://insis.vse.cz/zp/90051/podrobnosti dc:identifier NEPOSILAT VSKP vse90051 250611 90051