Study programmes / B-EMEN Economics and Management / Tourism
Course code:CRUA
Course title in language of instruction:Tourism
Course title in Czech:Cestovní ruch v AJ
Course title in English:Tourism
Mode of completion and number of credits:Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/1
(full-time, hours of lectures per week / hours of seminars per week)
Language of instruction:English
Level of course:bachelor
Semester:SS 2018/2019 - FBE
Name of lecturer:doc. Ing. Kateřina Ryglová, Ph.D. (supervisor)
Prerequisites:(Marketing I or now Marketing I)
Aims of the course:Lectures are primarily based on the conception of tourism as a part of leisure time services and as a significant economic branch. Students gain basic knowledge of the present tourism market and its specifications. At the same time marketing principles applied in tourism industry will be emphasized and the problems of tourism management in regions and destinations will be focused on.
Course contents:
1.Tourism Background (allowance 4/2)
2.Factors of Tourism Development (allowance 4/2)
3.Tourism Infrastructure (allowance 8/4)
4.Travel Agencies (allowance 4/2)
5.Marketing Management in Tourism, Destination Management (allowance 4/4)
6.Modern Tourism Products, Agrotourism, Congress and Incetive Tourism (allowance 2/0)
7.Legislation in Incoming and Outbound Tourism (allowance 2/0)

Learning outcomes and competences:
Generic competences:
-ability to organize and plan ahead
-designing and managing projects
-skilled at utilizing and processing information
-spirit of enterprise

Specific competences:
-Ability to aplly marketing in tourism
-Abilty to create tourism products
-Knowledge of tourism terminology in english
-Student is well informed about tourism issues, the present market and its specifications

Type of course unit:required
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Assessment methods:The evaluation is based on point system that regards a student's work during the whole term, i.e. the final evaluation depends on the total sum of points that a student gains for working in seminars (activity, project, semestral work) and for the written examination. The written examination consists of test as well as open questions and checks the knowledge gained in lectures, seminars and by studying required reading.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendance
Direct teaching
     lecture28 h
     practice14 h
     professional educational excursion4 h
     preparation for exam30 h
     preparation for regular assessment20 h
     preparation of presentation6 h
     elaboration and execution of projects18 h
     writing of seminar paper20 h
Total140 h

Basic reading list
  • HOLLOWAY, J C. Marketing for tourism. 4. vyd. Harlow, England ;: Prentice Hall/Financial Times, 2004. 510 p. ISBN 0-273-68229-6.
  • HUDSON, S. Tourism and hospitality marketing : a global perspective. 1. vyd. Thousand Oaks, CA: Sage, 2008. 467 p. ISBN 978-1-4129-4686-5.
Recommended reading list
  • MIDDLETON, V T. -- CLARKE, J. Marketing in Travel and Tourism. 3. vyd. Oxford: Butterworth-Heinemann, 2001. 22 p. ISBN 0-7506-4471-0.
  • BUHALIS, D. -- COSTA, C. Tourism business frontiers : consumers, products and industry. Amsterdam ;: Elsevier, 2006. 273 p. ISBN 0-7506-6377-4.
  • THOMAS, R. -- AUGUSTYN, M. Tourism in the new Europe. Amsterdam: Elsevier, 2007. 247 p. ISBN 978-0-08-044706-3.
  • Tourism research methods: integrating theory with practice. Cambridge: CABI Publishing, 232 p. ISBN 0-85199-996-4.
  • HAVEN-TANG, C. Tourism SMEs, service quality, and destination competitiveness. 366 p. ISBN 0-85199-011-8.
  • BUCK, M. -- CONRADY, R. Trends and issues in global tourism 2009. Berlin: Springer, 2009. 278 p. ISBN 978-3-540-92198-1.