Motivace a bariéry vstupu do Armády České republiky a jejich význam pro marketingovou komunikaci

This master’s thesis examines the motivations and barriers to joining the Army of the Czech Republic and their significance for recruitment marketing communication. The aim of the thesis is to identify the key factors of individuals‘ decisions to enlist in the military and, based on these findings, to formulate recommendations for improving recruitment effectiveness. The research is based on a qualitative approach using semi-structured interviews with professional soldiers. The results indicate that the main motivations include the meaningfulness of service, financial rewards or career prospects, while the key barriers include personal concerns, lack of self-confidence or the current global security situation. The thesis can contribute to a deeper understanding of decision-making processes related to joining the armed forces in the Czech context and offers practically applicable recommendations for the recruitment communication of the Army of the Czech Republic.