2. Theoretical knowledge

The graduate's profile is also related to knowledge of the following issues, which mainly include:

Basics of tourism and tourism service theory

• organs and organizations of CR in the Czech Republic and worldwide,
• specifics of individual types and forms of CR,
• legal regulation of CR in the Czech Republic and the EU,
• services in tourism,
• code of ethics,
• development trends in tourism.

Business Economics

• typology of corporate forms,
• property and capital structure of the enterprise,
• financing of business activities,
• evaluation of efficiency in enterprise.

Management of travel agencies

• legal conditions of establishment and operation of CA, CK,
• tour contract,
• CK product,
• marketing and advertising of CK, CA.

Management of accommodation and hospitality facilities

• legislation governing the operation of accommodation and hospitality establishments,
• categories of accommodation and hospitality establishments,
• hotel and restaurant operations,
• IT in hotel and hospitality industry,
• organizational structure of a hotel.

Management

• managerial decision making, planning,
• managing people and teams,
• motivating employees,
• organizing the business.
• development and basic functions of management.

Destination Management

• organization and management of a destination,
• strategic destination marketing,
• tactical destination marketing,
• communication strategy of the CR destination.

Marketing

• principles and forms of MGA concepts,
• analysis of the marketing environment,
• consumer behaviour and decision making,
• marketing mix,
• market research,
• marketing research and its use in tourism.

Microeconomics

• market, supply, demand,
• analysis of consumer behaviour, demand, quantity demanded and its changes,
• production function of the firm, costs and revenues of the firm, profit, profit maximization rule,
• equilibrium of the firm in perfectly and imperfectly competitive markets,
• production factor market and its specifics.

Macroeconomics

• money and the banking system,
• fiscal policy,
• monetary policy,
• financial markets,
• economic growth and business cycles.

Financial Accounting

• international and Czech legislation,
• accounting documents, books,
• accounting entries and adjustments,
• chart of accounts of business entities,
• accounting result of economic activity.

Information and reservation systems in tourism

• travel agency reservation system,
• GPS basics,
• geocaching.

Sustainable tourism

• Agenda 21 for CR,
• ecotourism and other desirable forms and types of CR,
• legislation for sustainable development,
• management and marketing of sustainable CR.

Cultural heritage

• characteristics of different eras, styles, their representatives and important works.

Geography of tourism

• geographical aspects of CR,
• typology of CR areas and resorts in the Czech Republic and abroad.

Law

• theory of law,
• protection of human rights
• civil procedure,
• uniform areas of law.

Foreign language

• knowledge and active use of grammatical rules,
• understanding and application of general and specialist vocabulary,
• working with professional text.

Applied Social Psychology

• managing emotions and conflict,
• mental hygiene, coping,
• social communication skills,
• teamwork, group work,
• work motivation, workplace satisfaction.