VYSOKÁ ŠKOLA HOTELOVÁ V PRAZE 8, SPOL. S R. O. Bc. Monika

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VYSOKÁ ŠKOLA HOTELOVÁ V PRAZE 8, SPOL. S R. O. Bc. Monika VYSOKÁ ŠKOLA HOTELOVÁ V PRAZE 8, SPOL. S R. O. Bc. Monika Jurštáková, DiS. Sdílené ubytování jako nová forma konkurence v hotelnictví Diplomová práce 2019 Sdílené ubytování jako nová forma konkurence v hotelnictví Diplomovápráce Bc. Monika Jurštáková, DiS. Vysoká škola hotelová v Praze 8, spol. s r. o. katedrahotelnictví Studijní program:Gastronomie,hotelnictvía turismus Studijníobor:Managementdestinacecestovníhoruchu Vedoucídiplomové práce:Ing.Petr Studnička,PhD. Praha2019 Masterʼs Dissertation Shared Accommodation as a New Form of Competition in the Hotel Industry Bc. Monika Jurštáková, DiS. The Institute of Hospitality Management in Prague 8, Ltd. DepartmentofHospitalityManagement Studyprogramme:Gastronomy,Hospitality,Tourism Majorfieldofstudy:TourismDestinationManagement ThesisAdvisor:Ing.PetrStudnička,PhD. Prague2019 Čestné prehlásenie Prehlasujem, že som diplomovú prácu na tému Zdieľané ubytovanie ako nová forma konkurencie spracovala samostatne avšetkupoužitúliteratúru aďalšie podkladové materiály,ktoré som použila, uvádzam vzozname použitých zdrojov aže zviazaná vytlačená aelektronická podoba práce jezhodná. Vsúlade s §47b zákona č.111/1998 Sb.,ovysokýchškolách, platnom znení,súhlasím so zverejnením svojej diplomovej práce,atovneskrátenej forme,velektronickej podobe vo verejne prístupnejdatabázeVysokejškolyhotelovejvPrahe8,spol.sr.o. ............................................... Bc.Monika Jurštáková,DiS. VPrahedňa................................... Poďakovanie Ďakujem vedúcemu diplomovej práce Ing. Petru Studničkovi, PhD. za odborné vedenie, cennérady,pripomienkya pomoc privypracovanídiplomovej práce. Abstrakt JURŠTÁKOVÁ, Monika. Sdílené ubytování jako nová forma konkurence vhotelnictví. [Diplomová práca]Vysokáškolahotelová.Praha:2019.85s. Diplomová práca pojednáva oproblematike zdieľanej ekonomiky vPrahe vobdobí od roku2011až 2018.Svyužitím upravenýchdát, ktoré hovoria opočte realizovanýchponúk je vykonaná komparácia zdieľaného ubytovania subytovaním tradičným. Na základe vykonaných analýz nebol zistený významný vplyv zdieľaného ubytovania na tradičný sektor vzmysle úbytku počtu realizovaných ponúk. Oproti iným štúdiám je vtexte pracované práve s počtom realizovaných ponúk anie s počtom disponibilných ponúk na portálu Airbnb. Ďalej bolo zistené rozdielne chovanie spotrebiteľov zdieľaného ubytovania, ktoré korešponduje vpriemere snižšou cenou oasi 25 % oproti tradičnému trhu. Práca tiež poukazuje na to, že vroku 2018 sa výrazne spomalil rast sektoru zdieľaného ubytovania. Jeho podiel na tradičnom ubytovaní bol odhadnutý na 9,43 %. Vzhľadom kzisteniu nejasného vymedzenia poskytovania zdieľaného ubytovania ako podnikateľskej činnosti, súvpráci obsiahnuté návrhy,ktoré bymohli jasnejšie vymedziť, kedy sa jedná opodnikateľskú činnosť. Tento rozdiel je postavený na troch kritériách, ktoré sú: možnosť používania adresy, zmluva (na základe, ktorej je ubytovanie poskytnuté),očakávaná doba poskytovaniaslužieb. Kľúčovéslová : Airbnb,Praha,spotrebiteľ,tradičné ubytovanie,zdieľanéekonomika,zdieľanéubytovanie Abstract JURŠTÁKOVÁ,Monika.SharedAccommodationas a New Form of Competition inthe Hotel Industry.[Masterʼs Dissertation] The Institute of Hospitality Management.Prague: 2019.85p. The diploma thesis is focusedon the issue of sharingeconomyinPrague, during the years 2011and2018.Comparisonof sharingeconomy withthe traditional marketis basedonthe modifieddata which are focusedonthe number of offers realized. There is no specific impact of sharing economymarket onthe traditional market for the accommodationbased on the analysis carried out. Compared to the other papers, there is used the number of offers realizedandnot the total available offers onthe Airbnb website.Another findingis linkedtothe different behavingof the consumer usingsharingaccommodation,whichis basedonthe lower price per night onaverage by25%.The thesis also points out that we canfindsignificant slowdowninthe growthof the sharingaccommodationduringthe year 2018.The share of sharingaccommodationonthe traditional was estimatedtovalue 9,43 %.It has beenfoundthat it is not clearlydefinedwhenwe are talkingabout the business withinthe meaningof the law andwhenit is onlyabout providingrent.Basedonthis,the workproposes aclearerdefinition basedonthe followingthree criteria: possibilityofusing the address,contract (under whichthe accommodationis provided) andexpectedperiodof providingservice. Keywords :Airbnb,consumer,Prague,traditionalaccommodation,sharing accommodation,sharingeconomy Obsah Úvod.......................................................................................................................................1 1 Teoretickáčasť ...............................................................................................................3 1.1 Vymedzenie pojmuzdieľanejekonomiky ..............................................................3 1.2 Sektoryzdieľanejekonomiky .................................................................................5 1.2.1 Zdieľanéubytovanie akosektorzdieľanejekonomiky ....................................7 1.2.2 Históriazdieľanejekonomikyvosvete ...........................................................9 1.3 ZdieľanéubytovanievzahraničíasituáciavČR..................................................10 1.3.1 Aktuálnanovela preČeskúrepubliku ............................................................12 1.4 Problematikadaňovýchúnikov.............................................................................13 1.4.1 Daňové povinnosti poskytovateľovubytovania a nájmov .............................13 1.4.2 Ostatné povinnosti poskytovateľovubytovacíchslužieb ..............................17 1.4.3 Komparáciavybranýchpovinností ................................................................18 1.5 Metodika ...............................................................................................................19 1.5.1 Prácasdátaminatrhuzdieľanéhoubytovania ..............................................19 1.5.2 Úpravadát ......................................................................................................20 2 Analytickáčasť .............................................................................................................24 2.1 Situácianatrhustradičnýmubytovaním ..............................................................24 2.1.1 HromadnéubytovaciezariadeniavPrahe .....................................................24 2.1.2 Ekonomickésubjektyvsegmentuubytovania,stravovaniaa pohostinstva ..31 2.2 Prehľadaktuálnej situácienatrhuAirbnb .............................................................32 2.2.1 Súčasnásituácia .............................................................................................32 2.3 KomparáciazdieľanejekonomikyaHUZvPrahe ...............................................39 2.3.1 Vývoj počtuhostívHUZvPrahe .................................................................40 2.3.2 VývojtrhuzdieľanéhoubytovaniavPrahe ...................................................42 2.3.3 VývojvHUZazdieľanejekonomiky...........................................................44 2.4 KomparáciazdieľanejekonomikyvrámciSTR ...................................................47 2.4.1 Komparáciacienvroku2018........................................................................49 2.4.2 TradičnýtrhvPrahe pohľadomSTR .............................................................50 2.4.3 Situáciavroku2011......................................................................................53 2.4.4 Situáciavroku2012......................................................................................55 2.4.5 Situáciavroku2013......................................................................................56 2.4.6 Situáciavroku2014......................................................................................57 2.4.7 Situáciavroku2015......................................................................................58 2.4.8 Situáciavroku2016......................................................................................61 2.4.9 Situáciavroku2017......................................................................................64 2.4.10 Situáciavroku2018......................................................................................67 2.4.11 Celkovásituáciamedzirokmi2011a2018...................................................69 3 Návrhováčasť...............................................................................................................73 Záver ....................................................................................................................................78 Zoznamliteratúry .................................................................................................................82 Zoznam tabuliek Tabuľka1Prehľadmožností poskytovaniaubytovania ......................................................15 Tabuľka2Klasifikácia služieb ............................................................................................16 Tabuľka3Povinnosti pri podnikanísubytovaním ..............................................................19 Tabuľka4Množstvoponúk.................................................................................................22 Tabuľka5Množstvoponúksreferenciami .........................................................................23 Tabuľka6ZákladnejcharakteristikyHUZvPrahe .............................................................25 Tabuľka7PodielzahraničnýchhosťovvHUZvPrahe ......................................................26
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