Analysis of the Communication Activities of Lecebne lazne Jachymov

Analysis of the Communication Activities of the Spa Jáchymov Markéta Hessová Abstract The theme of this thesis is the Analysis of the communication activities of the Spa Jáchymov. The author of the work chose to evaluate the communication activities of the company within the time range between 2008 and 2010, which saw some fundamental changes in the company's communication strategy. These are described in detail later in the paper. The aim of the work is to assess how marketing communication has developed with respect to building company's image and if the selected communication tactics are effective. In order to assess the current situation of the Spa Jáchymov, author chose SWOT analysis that takes into account both internal and external business environment, i.e. the city Jáchymov, Karlovy Vary region and current trends in the spa tourism industry. There were also two questionnaire surveys carried out to provide arguments for the assessment conclusions and to support the hypothesis, which assumes that the Spa Jáchymov does not use their potential sufficiently, since it is a unique radon spa in the Czech Republic and the first radon spa in the world. The main finding of this work is the fact that the company lacks comprehensive communication campaigns that would help to effectively shape the image of the..