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General activity in the tourism market has been stagnating since the market paralysis caused by the COVID-19 global pandemic. The situation is difficult to predict due to political and legislative interventions, changes in the economic performance of the tourism sector, and massive changes in demand. The paper aims at depicting the current macro-economic trends that have an impact on the tourism sector, thus contributing to the formation of some basis of inputs into the discussion concerning a possible orientation of the sector and businesses and future creation of services and products in the European area. The objective is achieved using the model of PESTLE analysis based on a comparative analysis of the latest and the most recent factors of the macroeconomic marketing environment, the findings of a study on a change in mobility of the inhabitants of the Czech Republic, trends in the tourism sector before and after the COVID-19 pandemic. The presented findings provide a basis for discussion on the concept orientation and the creation of tourism services and products in the Czech Republic and Europe., Po paralýze trhu způsobené globální pandemií COVID-19 stagnují aktivity na trhu cestovního ruchu. Situace v této oblasti je velmi obtížně předvídatelná z důvodu politických a legislativních zásahů, změn v ekonomické výkonnosti sektoru cestovního ruchu a masivních změn poptávky. Tento příspěvek si klade za cíl popsat současné makroekonomické trendy, které mají dopad na sektor cestovního ruchu, a přispět tak k vytvoření určitého základu vstupů do diskuse o možné orientaci celého sektoru, a tedy i podniků a budoucí tvorbě služeb v evropského prostoru. Tohoto cíle je dosaženo pomocí PESTLE analýzy založené na srovnávací analýze nejnovějších faktorů makroekonomického marketingového prostředí, na výsledcích studie zaměřené na změnu mobility obyvatel ČR, dále na zjištěných trendech v cestovního ruchu před a po pandemii COVID-19. Prezentované poznatky jsou podkladem pro diskusi o koncepci a tvorbě nových služeb v rámci cestovního ruchu v ČR a Evropě.

The motivational preferences of employees can be statistically determined, but not lifted out of context in terms of the field they work in. The transport and logistics sector is undergoing a significant transformation, characterised by new technological solutions in everyday practice. It is a sector subject to a high number of legislative, economic, social, technological and environmental changes. Such changes have a secondary influence on the expectations, values and therefore preferences and job satisfaction of employees. The objective of this contribution is to identify the development of the motivational preferences of employees in the transport and logistics sector over time. These changes are monitored within the context of key changes and the strategic direction of the sector. The achievement of the objective is based on the partial results of research conducted by means of a questionnaire survey (n ¼ 3,543) on motivational preferences and job satisfaction within the field. The ANOVA test and Tukey’s HSD test were used for the verification of the hypotheses. The results show that employee preferences are changing significantly, with the most significant increase being identified in the case of social factors (environmental approach, corporate vision and regional development), reflecting current green innovation trends in the sector. Also, employees perceive education and professional growth, selfrealisation, competencies, corporate prestige, physical and mental demands, content and type of work, working hours and environment and such feedback on results as increasingly important. On the other hand, there is declining emphasis on basic salary

The service sector has become the dominant sphere of market economies over the last forty years. The maturity of a country's economy is directly related to the maturity of services as an economic sector. The immense growth across the service sector has also put mounting pressure on the competitiveness of service enterprises and their marketing activities. The turn of the millennium has already seen the competitive struggle affected by two crises - first, an economic one and now, one caused by the Covid-19 pandemic, which has had a great impact (not only) on the service sector. The article deals with the question of how Czech service enterprises reflect on the impact of the pandemic. The article's aim is to find out how service enterprises perceive the impact of the Covid-19 crisis depending on their size and classification within the service sector and how they approach marketing investments during a pandemic crisis. The research is focused on service enterprises (n=90) in terms of their application of marketing processes in the conditions of the Czech Republic in the period 2020-2021. The results, based on descriptive and inferential statistics (ANOVA test in conjunction with Hochberg and Games-Howell tests, Pearson's correlation coefficient and chi-squared test), show that smaller enterprises tend to be more affected by the effects of government measures in the context of the Covid-19 crisis than medium and large enterprises.

Globalizace světového obchodu přináší i stále zvyšující se poptávku po kvalitních dopravních a logistických službách. Nedostatek lidských zdrojů v této oblasti má globálnější charakter a jeho závažnost nebude zcela vyřešena příchodem 4. průmyslové revoluce, ale naopak, posouvá tento trend do zcela jiné roviny. Postupná digitalizace a využití inteligentních systémů v dopravě a logistice mění strukturu potřebných lidských zdrojů, jejich nevyhnutelné kompetence a vytváří tlak na změny paradigmatu managementu v dopravě a logistice. Cílem habilitační práce je determinování preferencí motivačních faktorů u pracovníků dopravních a logistických podniků v České republice, zhodnocení jejich vývoje v letech 2017–2019 a návrh metodiky pro výběr vhodné varianty motivačního programu a její následná aplikace na případové studii. Splnění tohoto cíle vychází z výsledků výzkumu realizovaného dotazníkovým šetřením v roce 2017-2019 na zkoumaném vzorku 3543 pracovníků zaměstnaných v dopravních a logistických podnicích v rámci ČR. Pro vyhodnocení získaných dat je použita základní popisná statistika, dvouvýběrový t-test, ANOVA test, Tukeyho HSD test a korelace. Pomocí těchto statistických testů jsou vyhodnoceny statisticky významné odlišnosti a závislosti u pracovníků z hlediska genderu, věku a pracovního zařazení. Taktéž je analyzován vývoj motivačních preferencí a jejich naplnění v kontextu situace na trhu práce v oboru dopravy a logistiky. Na základě výsledků jsou interpretovány závěry výzkumu a verifikovány výzkumné hypotézy. Habilitační práce poskytuje taktéž návrh metodiky výběru vhodné varianty motivačního programu cíleného na vybranou skupinu pracovníků, který je prezentován na praktickém příkladu a využívá multikriteriální metodu rozhodování. Výstupy práce obohacují dostupné teoretické poznatky v řešené problematice a poskytují podněty pro další výzkum., The globalization of world trade also brings with it an ever-increasing demand for quality transport and logistics services. The lack of human resources in this segment has a more global character and its severity will not be completely solved by the advent of the 4th Industrial Revolution, but on the contrary, it shifts this trend to a completely different level. The gradual digitization and use of intelligent systems in transport and logistics is changing the structure of the necessary human resources, their inevitable competencies and creating pressure for changes in the paradigm of management in transport and logistics. The aim of the habilitation thesis is to determine the preferences of motivational factors for employees of transport and logistics companies in the Czech Republic, evaluate its development in 2017-2019 and proposal of selection methodology of a suitable variant of the motivational program according to research results and its subsequent application in a case study. The fulfillment of this goal is based on the results of a research carried out by a questionnaire survey in 2017 - 2019 on a surveyed sample of 3543 workers employed in transport and logistics companies in the Czech Republic. Basic descriptive statistics, independent sample t-test, ANOVA test, Tukey's HSD test and correlation are used to evaluate the obtained data. Using these statistical tests, statistically significant differences and dependences within preferences of workers in terms of gender, age and job classification are evaluated. The development of motivational preferences and their fulfillment in the context of the situation on the labor market in the field of transport and logistics is also analyzed. Based on the results, the conclusions of the research are interpreted, and the working hypotheses are verified. The habilitation thesis also provides a proposal for selecting a suitable variant of the portfolio of the incentive program targeted at a selected group of employees, Dopravní fakulta Jana Pernera

The study addresses the importance of a higher education institution's marketing management and brand and prestige building in relation to its applicants. The research employs a wide range of secondary data sources from around the world while mainly consisting of a case study conducted in the form of a survey. The objective is to determine homogenous groups of applicants based on how they perceive the reputation of a selected university/faculty and what their preferences are when choosing a study program. The results of the research are then used to verify whether the brand values defined by the faculty in question correspond with actual perception of its brand. Groups of applicants were determined using a K-means cluster analysis and subsequently tested for the applicants' preferences when choosing a university and their perceived associations to the selected faculty using an ANOVA. The results show 3 basic clusters of applicants and provide an overview of a possible approach to brand building in the context of universities. They can therefore serve as a model example fit for implementation in universities in Europe and even beyond, provided cultural dimensions and the specific environment are accounted for.

The aim of the article is to determine the basic differences that motivate the employees in the sector of transport and logistics in various job positions in the Czech Republic. The article is based on a questionnaire for a research sample of 2363 respondents, which was carried out in the course of the years of 2018 and 2019. The basic descriptive statistics of analysis of variance (ANOVA) – the Tukey HSD Test has been used for the processing of the data. The results show the significant differences in terms of the career and relationship motivational preferences of managers in contrast to the lower preference in the case of the employees at lower hierarchical levels. The presented results of the article are usable for a base for further research apart for their practical use for the creation and modification of motivational programs of the businesses operating in the sector of transport and logistics.

The White Paper on the future of 2050 entitled 'White Paper - Roadmap to a Single European Transport Area – Towards a competitive and resource efficient transport system, also refers to the need to safeguard services in the event of business continuity disruption in the list of its initiatives. The document recalls that old unfinished tasks still exist and new ones have also emerged that need to be resolved. One of these is to ensure the continuity of activities in the air transport sector. The issue of air transport activity continuity seeks to suppress or strengthen such activities that will allow the continuation of air traffic while resolving the emergency situation. In particular, it is necessary to find a degree of retention of the original activities of the airlines, which will ensure that the activities are carried out to the minimum necessary level and allow the continuation of reduced air transport performance even in an emergency., Bílá kniha o budoucnosti do roku 2050 nazvaná „Bílá kniha - Plán jednotného evropského dopravního prostoru - Směrem k konkurenceschopnému dopravnímu systému účinně využívajícímu zdroje“ se v seznamu svých služeb uvádí také potřeba zajistit služby v případě narušení kontinuity podnikání. iniciativ. Dokument připomíná, že staré nedokončené úkoly stále existují a objevily se také nové, které je třeba vyřešit. Jedním z nich je zajištění kontinuity činností v odvětví letecké dopravy. Otázka kontinuity činnosti letecké dopravy se snaží potlačit nebo posílit takové činnosti, které umožní pokračování leteckého provozu při řešení mimořádné situace. Zejména je nutné najít určitý stupeň zachování původních činností leteckých společností, který zajistí, že činnosti budou prováděny na minimální nezbytnou úroveň a umožní pokračování sníženého výkonu letecké dopravy i v případě nouze.

Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro-and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-size

Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise's success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises., Vytvoření efektivní marketingové strategie podle současných trendů je klíčovým procesem potřebným k dosažení udržitelného růstu, který může vést k přilákání velkého počtu stávajících i potenciálních zákazníků. Úspěch podniku je navíc ovlivněn výše uvedeným procesem. Cílem příspěvku je zjistit klastry malých a středních podniků působících na Slovensku a využití nástrojů marketingové komunikace v budoucnosti. Výzkum v oblasti marketingové komunikace a řízení vztahů se zákazníky (CRM) ve firmách byl proveden na Slovensku v letech 2017 a 2018. Na výzkumu se podílelo celkem 1 009 malých a středních podniků ze Slovenska. Podle algoritmu shlukování K-prostředků byly určeny tři klastry. Deskriptivní statistika, shluková analýza pomocí K-znamená klastrování a analýza rozptylu (ANOVA) byly použity k identifikaci žádného statisticky významného rozdílu, pokud jde o velikost podniků.

Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise's success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises.

The market has its requirements for each product type. But consumers themselves create room for creativity in design. A frequent question from a marketing perspective is whether the design of a product is more important than its functionality in terms of meeting the customer's needs and desires. It is also possible that at present the market is overwhelmed by "similar products" and the differences are found by customers in design. Or, should the designer initially think about product functionality, the culture of people within the target market, or the viability of the product itself? The aim of the article is to identify attitudes and views of design specialists in creating their products in the context of design, functionality, uniqueness and viability. The article is based on the partial results of research focused on the design function in the context of the consumer market from the point of view of the new generation of design students. The presented results are processed from the obtained data by a questionnaire survey on a sample of 136 students of design within colleges in the Czech Republic. There has been used basic descriptive statistics for data processing. The results create an idea of the young generation's perspective of future designers on product application in the context of the consumer market.

The objective of the contribution is to analyse the potential of the regional airport in České Budějovice after the modernization and obtaining the status of an international public airport in 2020 for the development of the region and inclusion in the category based on its importance. The South Bohemian region is one of the most visited regions in the Czech Republic. To be able to assess the potential considering its popularity among tourists, it is necessary to assess the need for connection of the airport to the transport infrastructure and thus improve its accessibility and comfort. The results published in the contribution are potential basis for further studies and planning of the territorial development of the region., Cílem příspěvku je analyzovat potenciál regionálního letiště v Českých Budějovicích po modernizaci a získání statutu mezinárodního veřejného letiště v roce 2020 pro rozvoj regionu a zařazení do kategorie podle jeho významu. Jihočeský kraj je jedním z nejnavštěvovanějších regionů v České republice. Aby bylo možné zhodnotit potenciál s ohledem na jeho popularitu mezi turisty, je nutné posoudit potřebu připojení letiště k dopravní infrastruktuře, a tím zlepšit její dostupnost a pohodlí. Výsledky zveřejněné v příspěvku jsou možným základem pro další studie a plánování územního rozvoje regionu.