CVABPCDM Tourism Destination Management

School of Business Administration in Karvina
Winter 2026
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Bc. Lenka Švajdová, Ph.D. (lecturer)
Ing. Miroslava Kostková, Ph.D. (seminar tutor)
Guaranteed by
Ing. Bc. Lenka Švajdová, Ph.D.
Department of Tourism and Leisure Activities – School of Business Administration in Karvina
Contact Person: doc. Ing. Pavlína Pellešová, Ph.D.
Timetable
Thu 8:05–9:40 VYAULA
  • Timetable of Seminar Groups:
CVABPCDM/01: Thu 9:45–10:30 VD110, M. Kostková
CVABPCDM/02: Thu 10:35–11:20 VD110, M. Kostková
CVABPCDM/03: Thu 11:25–12:10 VD110, M. Kostková
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P) && (ROCNIK(2) || ROCNIK(3))
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 26 student(s).
Current registration and enrolment status: enrolled: 0/26, only registered: 0/26
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to provide students with knowledge related to institutional management in the public and business sector of tourism. The student acquires knowledge in the field of tourism destination management, product creation and planning of sustainable tourism development. After completing the course, he will be familiar with tourism policy and institutional management of tourism, ways of organizing tourism in individual tourist regions, destination products, destination management and joint management and strategic action of various partners in tourism destinations. Learning outcomes of the course unit
Learning outcomes
Students will be able to navigate the institutional framework and tourism policies of the Czech Republic as well as international tourism systems, and compare models of tourism organisation across different tourist regions. They will understand the historical development of destination management and be able to analyse contemporary destination management principles, including the roles and interactions of key stakeholders. Students will be able to distinguish between different destination typologies and methods of destination delimitation, and apply tourism region classifications to specific geographical areas. They will understand the main categories of tourism potential and evaluate opportunities for their utilisation in the development of particular destinations. Furthermore, students will be able to design tourism products for multi-day stays and apply appropriate product formats, including destination cards and discount card schemes. They will understand the principles of partnerships among private, public, and non-profit sectors and analyse communication processes among stakeholders as well as customer-oriented communication strategies. Students will be familiar with the elements of the destination marketing mix and be able to apply them to specific target markets. They will also be able to compare destination management with corporate management approaches and evaluate the impact of globalisation and strategic environmental factors on tourism management and development at the regional level.
Syllabus
1. Tourism policy and institutional management of tourism Method of tourism organization in individual tourist regions, functional model of organization, experience abroad, models of destination management. Three-level model of organization, issues of marketing and tourism management at the regional level. Sustainable tourism and tourism destinations. 2. Development and elements of destination management The concept of destination development in the 1970s and 1980s, their goals and the means and measures needed to achieve the goals. Development of destination management according to three periods. Current principles of tourism management in destinations - cooperation of actors from the private and public sector. Individual subjects in the management system. 3. Typology of tourism destinations and definition of tourist regions The concept of tourism destinations, the concept in a broader sense, administratively defined territorial unit, purpose-oriented territorial unit, etc. Definition of tourist regions and their classification. 4. Utilization of the potential of the destination for the development of tourism Tourism potential, total potential, categories of partial potentials of tourism and characteristics of three main forms. 5. Creation of destination management products The destination must create a tourism product, offering tourist attractions for a multi-day stay of tourists in the tourist region. Product forms, discount cards. 6. Partnership in destination management The basic precondition for effective destination management, partnerships between the private, public and non-profit sectors with the support of the destination's inhabitants. Communication towards the customer, communication between stakeholders, cooperation between sectors and cooperation within individual sectors. 7. Tourism destination marketing Marketing mix in the destination of tourism, its orientation, target markets, specific marketing mixes. The marketing mix, 6 main elements of the marketing mix and their definition (product - services, price, distribution, promotion, people, cooperation). 8. Approaches and concepts of tourism management at the regional level Destination management and differences from corporate management. Joint management and strategic action of various partners, respecting six basic factors: key business systems, market utilization networks, brand policy, quality management, education and training management, destination management company. Globalization and integration in tourism.
Literature
    required literature
  • VANÍČEK, J. Destinační management a marketing. Spolupráce soukromého a veřejného sektoru. Vzdělávací modul 3. Jihlava: Vysoká škola polyte, 2008. info
  • PALATKOVÁ, M. Marketingový management destinací. Praha: Grada Publishing, 2011. ISBN 978-80-247-3749-2. info
    recommended literature
  • KIRÁĽOVÁ, A. Marketing destinace cestovního ruchu. Praha: Ekopress, 2003. ISBN 80-86119-56-4. info
  • NEJDL, K. Management destinace CR. Praha: VŠH, 2010. ISBN 978-80-87411-08-7. info
  • KOTÍKOVÁ, H. a E. SCHWARTZHOFFOVÁ. Cestovní ruch a rekreace: Organizace, řízení a marketing v destinaci. Olomouc: Papírtisk, 2014. ISBN 978-80-244-4430-7. info
  • FORET, M. a V. FORETOV. Jak rozvíjet místní cestovní ruch. Praha: Grada Publishing, 2001. ISBN 80-247-0207-X. info
  • PLZÁKOVÁ, L. a P. STUDNIČKA. Řízení cestovního ruchu v České republice ? minulost, současnost, budoucnost. Praha: Wolters Kluwer, a.s., 2014. ISBN 978-80-7478-593-1. info
Teaching methods
- theoretical preparation, - presentation and defence of seminar work, - solving case studies, - a survey of the activities of destination companies through a questionnaire survey.
Assessment methods
- 60% mandatory participation in seminars (10% evaluation), - elaboration of seminar work and its successful defence (10% of evaluation), - active involvement in the research activities of the department (20% of the evaluation), - written exam (60% evaluation).
Language of instruction
Czech
Teacher's information
Požadavky na studenta: účast na seminářích, vypracování seminární práce.
Hodnotící metody: 60 % povinná účast na seminářích (10 % hodnocení), vypracování seminární práce a její úspěšná obhajoba (10 % hodnocení), aktivní zapojení do výzkumné činnosti katedry (20 % hodnocení), písemná zkouška (60 % hodnocení).
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023, Winter 2024, Winter 2025.
  • Enrolment Statistics (Winter 2026, recent)
  • Permalink: https://is.slu.cz/course/opf/winter2026/CVABPCDM