Strategie marketingové komunikace lázeňského zařízení

This thesis focuses on marketing communication in the spa sector, specifically at the Hotel Imperial in Františkovy Lázně. The aim of the thesis is to propose a new marketing communication strategy for the hotel based on the findings, the purpose of which is not only to retain existing clients, but also to attract new potential visitors. The thesis evaluates the hotel's current strategy and examines the specifics of its clientele. The theoretical part is devoted to service marketing and the specifics of the spa market. The practical part describes the methodology of the thesis and analyzes secondary data from MML-TGI, which is used for market segmentation, as well as the evaluation of a questionnaire survey of regular guests' satisfaction and primary quantitative research among potential clients. Based on the analyses and research conducted, the strengths and weaknesses of the facility are identified and a new focus for the marketing communication strategy is proposed.