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The thesis focuses on the phenomenon of the sharing economy. Using Airbnb as an example to show the opportunities and threats that the sharing economy may bring to companies, individuals and society. The thesis is divided into several chapters, the theoretical part is devoted to the analysis of the marketing environment, marketing strategy, the specifics of marketing mix of tourism and the theoretical background of sharing economy. The practical part is dedicated to company introduction and analyzes marketing activities of Airbnb both in Czech republic and abroad. The main goal of this thesis is to reveal the potential od Czech market for Airbnb through market research, identify the future goals of the company and suggest how to achieve these goals. |
