Visitor profile of selected water parks in the Czech Republic

The aim of this thesis is to create a profile of a typical visitor of three selected water parks, and based on the results of the research to provide suggestions for improving their marketing strategies. In order to achieve this goal, a field survey in the form of a questionnaire was conducted directly in front of the entrances to the selected water parks. This approach ensured complete coverage of the target group. Data collection was done using CAPI method, and by distributing QR codes, responses were obtained using CAWI method. A total of 165 responses were obtained from visitors of Aquapalace Praha, Aqualand Moravia and Aquapark Babylon. These water parks were chosen because of their familiarity, even distribution within the Czech Republic and comparability in terms of a wide range of services. Interviews were also carried out with the staff of the selected water parks in order to complete information about the facilities, their visitors and marketing activities. The results of the research show that the typical visitor of the three selected water parks is a person aged 27-49 with a monthly net income between 30,000-39,999 CZK. Their permanent residence is usually located near the water park, which they visit most often once a year by car accompanied by their children. Based on the results, recommendations are proposed to improve their marketing strategies, for example how to stimulate regular visitors to visit in the low season or how to attract people who rarely visit these facilities.