Formulation of inbound marketing strategy for resort in Sri Lanka
| Thesis title: | Návrh inbound marketingové strategie pro resort na Srí Lance |
|---|---|
| Author: | Hanuš, Adam |
| Thesis type: | Diplomová práce |
| Supervisor: | Mareš, Jan |
| Opponents: | Andera, Michal |
| Thesis language: | Česky |
| Abstract: | Cílem diplomové práce je návrh a provedení inbound marketingové strategie pro firmu Nature Cabanas & Floating Restaurant Ltd., která vlastní resort s restaurací na Srí Lance tak, aby byl resort pro cestovatele atraktivní, známou a důvěryhodnou značkou. V teoretické části práce jsou rozpracovány možnosti využití marketingu internetu, zejména se zaměřením na inbound marketing. Praktická část se skládá v první části z představení společnosti, vzniku nápadu, mise a vize, poté pokračuje kvalitativním výzkumem metodou Focus Group a analýzou konkurence. V třetí části je stanovena cílová skupina a návrh inbound marketingových aktivit. |
| Keywords: | obsahový marketing; inbound marketing; internetový marketing; linkbuilding |
| Thesis title: | Formulation of inbound marketing strategy for resort in Sri Lanka |
|---|---|
| Author: | Hanuš, Adam |
| Thesis type: | Diploma thesis |
| Supervisor: | Mareš, Jan |
| Opponents: | Andera, Michal |
| Thesis language: | Česky |
| Abstract: | The diploma thesis focuses on the formulation and implementation of the inbound marketing strategy for the Nature Cabanas & Floating Restaurant Ltd., which runs a resort with a restaurant in Sri Lanka. The strategy is aimed at making the resort attractive, notable and credible for travelers. In the theoretical part of the thesis, the opportunities to employ internet marketing strategies are elaborated, especially with a focus on inbound marketing. In the practical part, the original ideas, mission and vision statements, and the company itself are introduced. Furthermore, the results of qualitative research using the Focus Group method and competition analysis are presented. The third part of the thesis focuses on the establishment of the target group and the specification of inbound marketing activities. |
| Keywords: | inbound marketing; content marketing; internet marketing; linkbuilding |
Information about study
| Study programme: | Ekonomika a management/Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Entrepreneurship |
Information on submission and defense
| Date of assignment: | 1. 12. 2018 |
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| Date of submission: | 11. 12. 2019 |
| Date of defense: | 28. 1. 2020 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/69124/podrobnosti |