Optimalizace marketingové komunikace dětských táborů

This thesis focuses on the optimization of marketing communication of the TOP-tábory association, which operates two children's summer camps in the Czech Republic. The aim of the thesis is to evaluate the effectiveness of the current marketing communication from the perspective of parents as the primary target group and to propose specific recommendations for its improvement. The theoretical part defines the communication mix, the specifics of leisure services marketing, and the consumer decision-making process in the context of family purchasing behaviour, with particular emphasis on the digital behaviour of the emerging generation of parents. The practical part combines an analysis of the organization's communication channels, a competitive benchmarking and a quantitative survey conducted among 208 parents of children who attended the camps. The results show that word-of-mouth is the dominant source of first contact with the camp, cited by 60.6% of respondents, and that parents informed through this channel make their registration decision significantly faster than parents using online channels. The most important factor in camp selection was identified as the attitude of camp counsellors towards children, while safety and supervision were rated as statistically significantly more important than price. The thesis further demonstrates a statistically significant effect of the child's age on the initiator of registration and of the parent's age on Instagram usage. Based on the findings, an optimized communication strategy is proposed, including prioritized recommendations for the development of referral marketing, social media, email communication and the organization's web presence.