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This thesis analyzes communication activities of the Spa Sirnaté lázně Ostrožská Nová Ves in years 2010 - 2012. During this period, the communication activities and communication strategy of the spa were changed. The thesis was supposed to verify this assumption and describe the changes on the basis of the discovered information. Thesis gives a detailed description of communication strategy, communication goals and marketing goals and analyzes whether these goals were accomplished. Internal documents of Royal Spa group, media outputs and public questionnaires were used to verify this achievement. Analyzed documents, information and questionnaires shows that in the examined period, the main marketing and communication goals were a penetration of news target audience, increasing purchases, brand promotion of the Royal Spa corporation and brand promotion of the Spa Sirnaté lázně. Based on this research it was established that not all of the given goals were achieved mainly due to ineffectiveness of the communication channels and transmission. |
