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Poptávka Po Alternativních Formách Ubytování Mezi Mládeží V České Republice

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Poptávka Po Alternativních Formách Ubytování Mezi Mládeží V České Republice Poptávka po alternativních formách ubytování mezi mládeží v České republice Diplomová práce Bc. Karolína Vovsová Vysoká škola hotelová v Praze 8, spol. s r.o. katedra hotelnictví Oblast vzdělávání č. 5: Ekonomické obory Studijní obor: Management hotelnictví a lázeňství Vedoucí diplomové práce: Ing. Stanislava Belešová, PhD. Datum odevzdání diplomové práce: 2017-05-04 E-mail: [email protected] Praha 2017 Master´s Dissertation Demand for Alternative Forms of Accommodation on Youth Market in the Czech Republic Bc. Karolína Vovsová The Institute of Hospitality Management in Prague 8, Ltd. Department of Hospitality Management Field of Education No. 5: Economic Sectors Major: Hotel and Spa Management Thesis Advisor: Ing. Stanislava Belešová, PhD. Date of Submission: 2017-05-04 E-mail: [email protected] Prague 2017 P r o h l a š u j i, že jsem diplomovou práci na téma Poptávka po alternativních formách ubytování mezi mládeží v České republice zpracovala samostatně a veškerou použitou literaturu a další podkladové materiály, které jsem použila, uvádím v seznamu použitých zdrojů. Svázaná a elektronická podoba práce je shodná. V souladu s § 47b zákona č. 111/1998 Sb., o vysokých školách v platném znění souhlasím se zveřejněním své diplomové práce, a to v nezkrácené formě, v elektronické podobě ve veřejně přístupné databázi Vysoké školy hotelové v Praze 8, spol. s r.o. ………….…………………………………….. Bc. Karolína Vovsová V Praze dne 4. 5. 2017 Abstrakt VOVSOVÁ, Karolína. Poptávka po alternativních formách ubytování mezi mládeží v České republice. [Diplomová práce] Vysoká škola hotelová. Praha: 2017. 75 stran. Tato diplomová práce je zaměřena na poptávku po alternativních zdrojích ubytování mezi mládeží v České republice. Cílem práce je analýza poptávky mládeže v České republice po sdílené ekonomice a následné navrhnutí hoteliérům, co udělat pro oslovení více klientů ze segmentu české mládeže. Teoretická část uvádí čtenáře do problematiky sdílené ekonomiky: uvádí její SWOT analýzu, seznamuje s tím, jak sdílená ekonomika funguje, jaké jsou její platformy a na jakém principu jednotlivé platformy fungují. Dále je zde vymezen a vysvětlen pojem poptávka, a ze sociologického hlediska jsou zde vytyčeny generace 21. století s hlavním zaměřením na dnešní mládež, tedy generaci Y. Jsou zde zdůrazněny specifika a odlišnosti dnešní mládeže a také to, proč je sdílená ekonomika určena především této generaci. Analytická část začíná analýzou trendů v ekonomice, které jsou dále aplikovatelné na sdílenou ekonomiku. Je zde vysvětleno proč má sdílená ekonomika potenciál být úspěšnou i do budoucna. Dále navazuje vlastní výzkum, který probíhal pomocí dotazníků, a který poukazuje na využití sdílené ekonomiky mezi mládeží v České republice, a dále se zabývá hlavními ultimáty sdílení. O spotřebním chování respondentů jsme se dozvěděli, že hlavně studenti znají a využívají sdílenou ekonomiku a že cestují především na krátké vzdálenosti s preferencí České republiky. Pro doplnění a porovnání je zde uveden i výzkum, jenž byl proveden mezi americkými millennials. Ten je následně určen pro komparaci s vlastním dotazníkem. Návrhová část prezentuje mé vlastní poznatky a subjektivní úsudky dle fungování dnešního hotelnictví. Je zde rozpracován podnět pro české hoteliéry, a to jakými způsoby oslovit mládež, která by standardně preferovala sdílené ubytování v důsledcích různých demotivačních aspektů nabídky hotelů. Hoteliérům je navrženo zlepšení komunikace s hostem od prvního kontaktu a také optimalizování designu hotelu pro dnešní mládež. Díky těmto změnám by mělo být pro hotel jednodušší oslovit i nový segment mládeže, který se momentálně stává velmi silným hráčem na trhu cestovního ruchu. Klíčová slova: Airbnb, ekonomika, mládež, nevyužitá aktiva, poptávka, sdílená ekonomika, ubytování Abstract VOVSOVÁ, Karolína. Demand for Alternative Forms of Accommodation on Youth Market in the Czech Republic. [Master´s Dissertation] The Institute of Hospitality Management. Prague: 2017. 75 pages. This thesis is focused on the demand for alternative forms of accommodation among the youth in the Czech Republic. The aim of the paper is the analysis of the demand for shared economy by young people in the Czech Republic and a follow-up suggestion to the hotel managers what to do in order to address more clients among young Czech people. The theoretical part introduces the issue of shared economy: there is its SWOT analysis, it describes how shared economy works, what its platforms are and what principle the individual platforms work on. Moreover, the term 'demand' is specified and explained here and the generations of 21th century, namely the present young generation Y, are characterised here from the sociological point of view. The paper includes the particularities and distinction of today´s youth as well as the reasons why shared economy is aimed at young people in particular. The analytical part begins with the trends in economy which can be further applied to shared economy. It also includes an explanation why shared economy has the potential to be successful in future, too. Further on, there is the actual research consisting in questionnaires and focusing on how shared economy is used by the youth in the Czech Republic. We have learned about the consumer behaviour of respondents that namely students know and make use of shared economy and that they travel on shorter distances preferably in the Czech Republic. To complete and compare this data, another research conducted among American millennials is cited to be compared later to the author´s questionnaire. The suggested part presents the author´s own knowledge and subjective findings about the current running of hotels. It includes suggestions for Czech hotel owners and managers as how to address young people who would typically prefer shared accommodation as a result of various demotivating aspects of hotels´ offer. It also includes suggestions for the hotel managers to improve communication with guests from the first contact as well as the optimization of the hotel design for the present day youth. Thanks to these changes, it should be easier for hotels to address also the new segment of the youth that is currently gaining a very strong role on the travel market. Key words: accommodation, Airbnb, demand, economy, sharing economy, unutilized assets, youth Obsah Úvod ............................................................................................................................... 10 1. Teoreticko-metodologická část ................................................................................... 13 1.1 Sdílená ekonomika ............................................................................................................. 13 1.2 Alternativní druhy ubytování .............................................................................................. 16 1.2.1 SWOT analýza alternativních zdrojů ubytování ............................................................ 17 1.2.2 Za peníze ..................................................................................................................... 19 1.2.3 Zdarma výměnou za .................................................................................................... 21 a) hlídání .......................................................................................................................... 21 b) poznání nových lidí, nové kultury.................................................................................. 22 c) váš domov .................................................................................................................... 24 d) práci a speciálně vytčené skupiny ................................................................................. 25 1.3 Poptávka ............................................................................................................................ 27 1.4 Mládež a problematika generačních rozdílů ze sociologického hlediska .............................. 31 1.4.1 Charakteristika mládeže v České republice ve 20. a 21. století ..................................... 31 2. Analytická část ............................................................................................................ 37 2.1 Trendy v ekonomice ........................................................................................................... 37 2.2 Názor politických představitelů na sdílenou ekonomiku...................................................... 42 2.3 Průzkum ............................................................................................................................. 44 3. Návrhová část ............................................................................................................. 58 3.1 Návrh pro hotely ................................................................................................................ 58 Závěr ............................................................................................................................... 68 Literatura ........................................................................................................................ 71 Seznam ilustrací, tabulek a grafů Obrázek 1: Snižování potřeby vlastnit Obrázek 2: Platformy naskrz odvětvími Obrázek 3: Zchátralý pivovar v Chýnově Obrázek 4: Airbnb – úvodní stránka Obrázek 5: Booking – úvodní stránka Obrázek 6: Airbnb a Booking v telefonu Tabulka 1: SWOT analýza alternativních forem ubytování Tabulka 2 : Nejčastěji navštěvované země II Tabulka 3 : Znalost pojmu
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