Komunikační strategie ZOO Dvůr Králové a.s. se zaměřením na sociální média

The aim of the bachelor thesis is to examine the perception of the marketing communication of ZOO Dvůr Králové a. s. on social media and based on the factors influencing the decision to visit the ZOO and the analysis of the communication strategy formulate recommendations for the company. The partial aim of the bachelor thesis is to compare the communication strategy of ZOO Dvůr Králové a. s. on social media with selected Czech and foreign zoos. The thesis is divided into two parts, theoretical and practical. The theoretical part of the thesis discusses the features of knowledge pertaining to marketing communication and internet marketing from available secondary sources. These findings are necessary for practical part and to fulfill the aim of the thesis. The practical part introduces selected company and its competition. Also, the best practices of foreign companies are presented. Furthermore, quantitative research in the form of a questionnaire survey and SWOT analysis of the company are conducted. At the end of the thesis, proposals and recommendations leading to a more effective communication strategy for the company on social media are formulated.