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Destination Management

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code546-0145/01
Number of ECTS Credits Allocated4 ECTS credits
Type of Course Unit *Choice-compulsory type B
Level of Course Unit *Second Cycle
Year of Study *Second Year
Semester when the Course Unit is deliveredWinter Semester
Mode of DeliveryFace-to-face
Language of InstructionCzech
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
MAT49Ing. Simona Matušková, Ph.D. Paed.IGIP
The course acquaints students with the basics of destination management. During lectures, attention is paid mainly to business in tourism, product creation, management and financing of tourism. At the seminars, students will capitalize on the acquired knowledge in creating a semestral project and in solving case studies from tourism.
Learning Outcomes of the Course Unit
Characterize the specifics of destination management. Orientate in problems of business in tourism, its principles and in strategic management of tourism destination. Explain the specifics of the tourism market. Acquire knowledge of the theoretical basis for the creation of the destination product. Evaluate the issue of shared economy in tourism.
Course Contents
1. Characteristics and classification of tourism destinations
2. Destination typology according to area size and activity
3. Definition and importance of destination management
4. Destination management subjects
5. Organization of destination management
6. Destination management models
7. Partnership and cooperation in tourism
8. Tourism, supply and demand analysis
9. Destination quality evaluation
10. Management and financing of tourism in the Czech Republic
11. Sustainable tourism
12. Trends in tourism
13. Shared economy in tourism
Recommended or Required Reading
Required Reading:
MIDDLETON, V. T. C., FYALL, A., MORGAN, M., RANCHOD, A.: Marketing in travel and tourism. 4th ed. Oxford: Elsevier Butterworth-Heinemann, 2009, 528 s. ISBN 978-0-7506-8693-8
FORET, M.: Management organizace a management destinace. Ostrava: Key Publishing, 2016, 79 s. ISBN 978-80-7418-263-1
NEJDL, K.: Management destinace cestovního ruchu. Praha: Wolters Kluwer, 2010, 204 s. ISBN 978-80-7357-673-8
PALATKOVÁ, M.: Marketingový management destinací: strategický a taktický marketing destinace turismu, systém marketingového řízení destinace a jeho financování, řízení kvality v destinaci a informační systém destinace. Praha: Grada Publishing, 2011, 208 s. ISBN 978-80-247-3749-2
KOTLER, P. T., BOWEN, J. T., MAKENS, J. C., BALOGLU, S.: Marketing for hospitality and tourism. Seventh edition. Harlow: Pearson Education Limited, 2016, 688 s. ISBN 978-0-13-415192-2
Recommended Reading:
HORODNÍKOVÁ, J. Tourism in creative economy: monograph. 1. vyd. Ostrava: Vysoká škola báňská - Technická univerzita Ostrava, 2013, 85 s. Monograph (VŠB - Technická univerzita Ostrava). ISBN 978-80-248-3207-4
KOTLER, P., PFÖRTSCH, W, A.: B2B brand management. Berlin: Springer, 2006, 373 s. ISBN 978-3540253600
LEDNICKÝ, V., PYKA, J.: Management turistické destinace. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2011, 103 s. ISBN 978-80-7248-637-3
POSTLER, M.: Média v reklamě: Televize, rozhlas, tisk. 1. vyd. Praha: Vysoká škola ekonomická v Praze, Nakladatelství Oeconomica, 2003, 104 s. ISBN 80-245-0629-7
SCHNEIDEROVÁ, A., SCHNEIDER, M.: Komunikační dovednosti. Ostrava: OU 2008, 63 s. ISBN 80-7042-688-8
Planned learning activities and teaching methods
Lectures, Tutorials, Other activities
Assesment methods and criteria
Task TitleTask TypeMaximum Number of Points
(Act. for Subtasks)
Minimum Number of Points for Task Passing
Credit and ExaminationCredit and Examination100 (100)51
        CreditCredit30 17
        ExaminationExamination70 34