Strategická analýza výzev a příležitostí v pražském pohostinství

This bachelor’s thesis analyzes the strategic challenges and opportunities of selected hospitality establishments in Prague city centre. The main aim is to examine how location, concept, atmosphere, authenticity, online reputation, and distinctive features influence the positioning of restaurants, cafés, pubs, bars, and other food and beverage venues in a competitive hospitality market. The theoretical part discusses hospitality as a service and experience-based industry, strategic positioning and differentiation, consumer behavior, authenticity and national identity, location, online reputation, and contemporary strategic challenges. The practical part is based on a qualitative comparative case study of 35 selected establishments. The research uses field observation, online observation, Google Maps review analysis, thematic analysis, comparative analysis, and supporting descriptive data. The findings show that location, visibility, national identity, historic setting, or online ratings can attract customers, especially in tourist-oriented areas. However, strong positioning depends on whether these elements are supported by service quality, atmosphere, food and drink quality, authenticity, and a consistent customer experience. The thesis concludes that hospitality venues in Prague city centre are more likely to build a strong position when they combine clear concept communication, good common hospitality features, memorable signature elements, and positive online reputation.