Využití webových stránek jako klíčového marketingového nástroje – případová studie

This bachelor’s thesis focuses on analyzing the effectiveness of online marketing for Hotel XY, with an emphasis on the functionality of its website. At the request of management, the hotel remains anonymous. The theoretical part summarizes relevant literature regarding digital marketing, search engine optimization (SEO), user experience (UX), and marketing analytics, also in the context of hospitality businesses. The practical part involves a website analysis with the usage of tools such as Google Analytics, Google Search Console, verbal protocol method, and a survey. The main findings reveal several weaknesses in SEO (e.g., unoptimized JavaScript, lack of h1 headings) and UX (e.g., insufficient call-to-action elements). Based on these findings, concrete recommendations were developed for the optimization of the hotel’s website, including an estimated cost of implementation. The results of this thesis can contribute to the improvement of the effectiveness of the hotel’s digital marketing strategy and could serve as a foundation for further research in the respective field.