Marketing Strategy Proposal for accommodation facility Lesácká Chalupa

This bachelor‘s thesis deals with the proposal of a marketing strategy for the accommodation facility Lesácká Chalupa, located in the village of Strážné in the Giant Mountains. The facility offers short-term accommodation for larger groups. The aim of the thesis is to develop a strategy whose implementation will lead to an increase in awareness of the accommodation for potential customers and, at the same time, address the issue of low occupancy outside the winter season. The thesis also contributes to a better understanding of its former and current clients to strengthen relationships and increase satisfaction. The theoretical part describes important knowledge and concepts related to marketing and tourism or accommodation services. The practical part is devoted to the introduction of accommodation, PEST analysis, Porter’s five forces analysis and questionnaire survey. Based on the information obtained, a SWOT analysis, STP, and finally specific recommendations are proposed within the marketing mix and plan, both from financial and time perspective. Both primary and secondary sources are used throughout the thesis depending on the topic.