Státní zámek Vizovice - analýza návštěvnické spokojenosti

The thesis analyzes the satisfaction of visitors to the state-owned Vizovice Castle and looks for the factors that influence it. The aim is to suggest ideas for improving the castle’s marketing strategy with respect to the needs and expectations of visitors. The theoretical part explains key terms related to visitor behavior, visitor satisfaction and how it is measured, marketing of culture sites, and heritage care. The practical part presents the castle itself, its offer and position in the region, a comparison with four other heritage sites, and a combination of a questionnaire survey, an interview with the castle manager, and an analysis of secondary data, mainly from the MML-TGI database. The results show how visitors rate different aspects of the Vizovice Castle’s offer and to what extent their expectations match the management’s vision. Based on the findings, recommendations were made to improve the marketing strategy and increase visitor satisfaction.