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Lecturer(s)
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Červová Lenka, Ing. Ph.D.
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Course content
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1. Fundamental terms 2. Historical development 3. Typology - forms and types of tourism 4. Tourism market, supply, demand 5. Marketing in subsectors of tourism 6. Tourist attractions, UNESCO heritage 7. Accommodation, food and beverages 8. Transportation 9. Tour operators and travel agents 10. Other services in tourism - guide, visa, insurance, financial, health services 11. MICE tourism 12. Spa tourism 13. Specific forms of tourism 14. Tourism and environment
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing)
- Class attendance
- 42 hours per semester
- Semestral paper
- 30 hours per semester
- Home preparation for classes
- 15 hours per semester
- Preparation for exam
- 20 hours per semester
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Learning outcomes
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The goal of this subject is to characterize the tourist trade on the theoretical basis and also in practice, by the solution to the exemplary situation. The subject explains not only the basic concepts of the tourist trade and marketing, but also application marketing for the particular branches of the tourist trade (boarding, lodging, traffic, travel agencies...). The theme is the function of the marketing in various sectors of the tourist trade.
Students obtain knowledge in given course in accordance with requirements and course programme.
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Prerequisites
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Economic knowledge
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Assessment methods and criteria
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Written exam
Participation on seminars exam:written
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Recommended literature
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Hesková, M. a kol.:. Cestovní ruch pro vyšší odborné školy a vysoké školy. Fortuna, Praha, 2006. ISBN 80-7168-948-3.
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HORNER, S., SWARBROOKE, J. Cestovní ruch, ubytování a stravování, využití volného času. 1. vyd. Praha: Grada, 2003.. ISBN 80-247-0202-9.
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PALATKOVÁ, M., ZICHOVÁ, J. Ekonomika turismu. Praha:GRADA Publishing, 2011. ISBN 978-80-247-3748-5.
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RYGLOVÁ, K., BURIAN, M. a VAJČNEROVÁ, I. Cestovní ruch - podnikatelské principy a příležitosti v praxi. Praha: Grada Publishing, 2011. ISBN 978-80-247-4039-3.
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Zelenka,J. Marketing cestovního ruchu,Gaudeamus,Hradec Králové,ISBN 978-80-7041-070-7.
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