UGC ve vybraném pražském hotelu

This bachelor's thesis deals with the concept of user-generated content (UGC) in a selected hotel in Prague. The primary purpose of this work is to analyze the content published online related to the hotel and create a manual that could be incorporated into a hotel marketing strategy. The secondary objective of this thesis is to evaluate the impact of reveiws on the three key performance indicators (KPIs) of the hotel that include Occupancy, Average Daily Rate (ADR) and Revenue per Available Room (RevPAR). The theoretical part of the thesis provides an overview of the concept of user-generated content based on the selected literature, summarizes existing case studies and describes the importance of UGC in the tourism industry. It also deals with selected key indicators of the hotel and marketing frameworks. The practical part of this work analyzes key performance indicators with reviews using a correlation matrix and proposes an internal manual for working with UGC based on the STDC marketing framework, that the head of the marketing department could incorporate into the hotel's online communication strategy.