Návrh rozvoje produktové nabídky cestovní agentury prostřednictvím komentované prohlídky v Praze

This master’s thesis focuses on the development of a travel agency's product portfolio through guided tours in Prague based on an analysis of market supply and demand. The thesis uses secondary research in the form of a case study involving a competitive analysis of themed tours and a qualitative content analysis of customer reviews from the GetYourGuide and Viator platforms. The analysis identified key factors influencing visitor satisfaction, in particular the competence of the guide, coherent theming, the authenticity of the stories, and the importance of the evening atmosphere. The output is a concept for a two-hour evening tour Sins & Secrets of Prague: A Journey into the City’s Underworld, which includes a thematic route, main stops, and interactive elements. The proposal also includes a promotional strategy based on digital marketing, social media, OTA platforms, and partnership collaboration. The conclusion of the thesis is complemented by an economic evaluation of the product, including an estimate of costs, revenues, return on investment, and the determination of key performance indicators. The proposed product reflects current trends in tourism and presents a comprehensive proposal for a new product for a selected travel agency.