CVABPCTR Trends in Travel and Tourism

School of Business Administration in Karvina
Summer 2026
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Pavlína Pellešová, Ph.D. (lecturer)
Mgr. Klára Václavínková (seminar tutor)
Guaranteed by
doc. Ing. Pavlína Pellešová, Ph.D.
Department of Tourism and Leisure Activities – School of Business Administration in Karvina
Contact Person: doc. Ing. Pavlína Pellešová, Ph.D.
Timetable
Thu 12:15–13:00 VC008
  • Timetable of Seminar Groups:
CVABPCTR/01: Thu 13:05–13:50 VC008, K. Václavínková
Prerequisites
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P) && ROCNIK(3)
There are no prerequisites for enrolment in this course.
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 30 student(s).
Current registration and enrolment status: enrolled: 18/30, only registered: 4/30
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to familiarize students with contemporary trends in tourism and their application within to tourism product development. The course explains how emerging trends can be incorporated into the products and services offered by tourism enterprises, enables students to classify individual trends according to relevant typologies, and examines selected trends ranging from golf tourism, gastronomic tourism, geocaching, and couchsurfing to current supply and demand trends in international tourism.
Learning outcomes
Students will be able to define, compare, and evaluate the relevance of current trends in tourism. They will be able to analyse the differences between global tourism trends and trends identified by various institutions, as well as analyse trends related to new forms of landscape use. Students will be able to define and compare trends from the perspective of tourist motivation and the needs of target groups. They will be able to explain and summarise concepts such as senior citizens, people with disabilities, LOHAS, Kosher, Halal, Generation Y, and other relevant target groups. Furthermore, students will be able to apply these trends in the development of tourism products with consideration for the environment. They will be able to compare additional trends, including cultural and heritage tourism, active and adventure travel, ascetic holidays, couch surfing, and mobile applications. Students will be able to analyse the benefits and impacts of responsible tourism on local resources and the environment. They will be able to apply the principles of responsible and sustainable travel and create sustainable holidays and green tourism products. In addition, students will be able to distinguish tourism trends identified in Tourism Vision 2020 and analyse Action Plans as instruments for implementing the Tourism Development Strategy of the Czech Republic 2021–2030. Finally, students will be able to assess the possibilities for the utilisation of these trends and apply them within the product and service offerings of tourism enterprises, taking into account sustainability, environmental impacts, and the perspectives of environmentally responsible tourists.
Syllabus

1. Case Studies in Spa Tourism


Development of comprehensive and contributory spa treatment programmes for children and adults. Calculation of the costs of comprehensive spa care in accordance with the official List of Medical Indications and comparison with the costs of self-funded spa stays. Examples of spa-based medical rehabilitation care in the twenty-first century. Competitive strategies in spa care and the development of service packages for self-funded clients.


2. Case Studies in Hospitality Management


Classification of accommodation establishments in accordance with the requirements of the Hotelstars Union classification system. Increasing hotel occupancy through the application of revenue management principles and the use of hotel property management systems (PMS). Calculation and evaluation of key hotel performance indicators.


3. Case Studies in Gastronomy


Development of a competitive restaurant offering. Calculation and evaluation of restaurant performance indicators. Costing and standardisation of recipes for food and beverage preparation. Conducting a Hazard Analysis and Critical Control Point (HACCP) assessment of restaurant operations.


4. Case Studies in Destination Management


Application of current trends in partnership development to the marketing management of tourism destinations. Examples of marketing alliance formation in event management. Application of indicators for measuring and evaluating destination quality. Tourism quality management in the Czech Republic.


5. Case Studies in Tour Operator and Travel Agency Operations


Application of strategic management and planning methods in tour operator and travel agency operations. Demand generation in inbound and regional tourism. Package travel contracts. Process management and process mapping. Tour operator activities. Development of a business plan for a tour operator.


6. Case Studies in Tourist Guiding



Planning of a tour to a selected destination, preparation of guiding services, itinerary development, tour costing, and coordination of complementary services. Management of customer complaints and crisis situations.

Literature
    required literature
  • GOELDNER, CH. R. and J. R. B. RITCHIE. Cestovní ruch: principy, příklady, trendy. Brno: BizBooks, 2014. ISBN 978-80-265-0298-2. info
  • KRAČMÁR, S. a kol., 2019. Kulinářský cestovní ruch - vybrané kapitoly. Praha: Key Publishing. ISBN 978-80-7418-315-7.
  • Kotíková, H. Nové trendy v nabídce cestovního ruchu. Praha, 2013. info
  • PELLEŠOVÁ, Pavlína. Trendy v cestovním ruchu: Distanční studijní text. 1st ed. Karviná, 2018, 182 pp. ISBN 978-80-7510-302-4. info
  • PELLEŠOVÁ, P. Trendy v cestovním ruchu. Distanční studijní text. Rozšířené a upravené vydání. Karviná: SU OPF, 2025.
    recommended literature
  • BUSULWA, R., N. EVANS, A. OH and M. KANG, 2021. Hospitality management and Digital Transformation. Routledge. ISBN 978-0-367-3452-1.
  • CONRADY, R. and M. BUCK. Trends and issues in globaltourism. Heidelberg: Springer, 2011. ISBN 978-3-642-17766-8. info
  • GAJDOŠÍK, T. Smart tourism destination governance: Technology and design-based approach. Routledge, 2022. ISBN 978-1-032-21636-2.
  • GAJDOŠÍKOVÁ, Z. Udržateľný rozvoj cestovného ruchu v horských strediskách. Belianum: Vydavateľstvo Univerzity Mateja Bela v Banskej Bystrici, 2020. ISBN 978-80-557-1709-8.
  • KOTÍKOVÁ, H. a E. SCHWARTZHOFFOVÁ. Nové trendy v pořádání akcí a událostí (events) v cestovním ruchu. Praha: MMR ČR, 2008. ISBN 978-80-87147-04-7. info
  • MICHELLI, J. A., 2020. The airbnb way: 5 Leadership Lesson for Ignitings Growth Through Loyalty. Community, and Belonging. New York: MC Graw Hill. ISBN 978-1-260-45544-1.
  • PÁSKOVÁ, M. a J. ZELENKA. Společensky odpovědný cestovní ruch. Idea servis, 2018. ISBN 978-80-859-7091-3.
  • POMPUROVÁ, K. a R. MARČEKOVÁ. Perspektívy rozvoja dobrovoľníckeho cestovného ruchu na Slovensku. Belianum: Vydavateľstvo Univerzity Mateja Bela v Banskej Bystrici, 2018. ISBN 978-80-557-1504-9.
  • ŠARDICKÁ, K. Technické památky českých zemí. Edice ČT, 2022. ISBN 978-80-7404-365-9.
Teaching methods

Group instruction, teamwork, group discussions and group problem-solving methods, collaborative and cooperative learning, the buzz group method, brainstorming, inquiry-based learning, case study teaching, and project-based learning.

Assessment methods

Student requirements: Active participation in seminars, teamwork, a minimum attendance rate of 60%, and project development and presentation.



Assessment methods: Seminar activities, including teamwork, assigned tasks, case studies and brainstorming (20% of the final grade), project development and presentation (20% of the final grade), written examination test (60% of the final grade).

Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2019, Summer 2020, Summer 2022, Summer 2023, summer 2024, Summer 2025.
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