Efektivita marketingové strategie v mezinárodním hotelovém řetězci

This bachelor's thesis evaluates the effectiveness of the marketing strategy of the five-star Marriott Hotel in Prague. The aim of the thesis is to analyze and assess the efficiency of current marketing activities and to propose recommendations for future improvements in the context of current trends in the hospitality industry. The theoretical part examines the fundamental characteristics of tourism and hospitality services, the extended 7P marketing mix, the online environment, and current specifics in the digital era. In the practical part, these findings are applied to specific hotel operations through expert interviews with the marketing department, conducted during the author's professional internship. The practical section continues by integrating the 7P mix with an analysis of digital communication; based on these analyses, the position of the hotel within the Prague hotel market is defined using the SWOT method. The final part of the thesis outlines recommendations in the areas of personalized communication, the use of artificial intelligence in the form of chatbots, and the optimization of social media and the official website of the Prague Marriott Hotel. These suggestions may