Marketing communication of the health resort

The Master´s Thesis analyses marketing communication of a selected health resort. The theoretical part maps different marketing forms and tools in a general way and describes their usage and application in the field of spa services. The practical part includes detailed analysis of marketing communication in the particular health resort Spa Mšené, Inc. Based on questionnaire research the thesis assesses effectiveness and efficiency of the communication tools and techniques applied by the mentioned spa. The conclusion summarises some proposals and recommendations for the purpose of possible improvement of the currently used communication strategy