Conference papers (KMO)

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http://hdl.handle.net/11025/31279

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Showing 1 - 20 out of 58 results

Spa and Wellness in the Czech Republic: Public Attitudes as an Opportunity or Challenge for the Karlovy Vary Region
(University of West Bohemia in Pilsen, 2025) Janeček, Petr; Tlučhoř, Jan; Hladká, Zuzana Marie
The development of spa and wellness tourism in the Czech Republic has undergone significant changes in recent years. While traditional spas were historically focused primarily on therapeutic and rehabilitative functions, they are increasingly linked to the broader concept of wellness and a healthy lifestyle. A key role in this transformation is played by the Karlovy Vary Region, a border area with a long spa tradition and high numbers of foreign visitors, particularly from Germany. This region illustrates the interconnection of medical treatments, tourism, economic development, and an international clientele, while also facing challenges related to sustainability and diversification of services. Against this backdrop, the paper presents the results of a quantitative survey conducted among the Czech population (n = 1000), which explored attitudes and preferences toward spa and wellness services. Respondents evaluated the importance of spas and wellness as part of their healthcare, the frequency of visits, preferred types of facilities, and the main motivations for visiting spa destinations. The analysis reveals that most of the Czech population perceives spas and wellness not only as a treatment for health issues, but also as a means of prevention and relaxation. The results are compared with official statistics from the Institute of Health Information and Statistics of the Czech Republic (ÚZIS), which confirm the growing economic and social importance of this sector. The paper thus provides an up-to-date perspective on the transformation of Czech spa and wellness tourism, with particular emphasis on the Karlovy Vary Region as a cross-border area with strong foreign demand, and highlights how the Czech public perceives this industry today.
Targeted Marketing Communication of the K-Pop Music Genre and Its Economic Impact
(University of West Bohemia, 2025) Hommerová, Dita; Urbaníková, Julie
This article examines the marketing communication strategies employed by the K-pop industry and explores the perception of this musical genre in the Czech Republic. A comprehensive study involving surveys with Czech audiences examines how K-pop’s distinctive marketing approaches, characterized by high production values, visually engaging content, and strategic social media utilization, influence its reception in a non-native market. The study reveals that K-pop’s success in the Czech Republic can be attributed to its innovative digital engagement and the vibrant fan communities that have emerged locally. Through this research study, we aim to elucidate the essence of K-pop, its global marketing strategies, and its economic impact on a selected market where it has not yet achieved the prominence seen in other international destinations. Additionally, the study highlights how these marketing activities and economic impacts could inspire similar or follow-up research, contributing to a broader understanding of K-pop’s global influence and its potential for growth in emerging markets.
Customer and Expert Views on Assistance in Personalization: A Comparative Analysis
(University of West Bohemia, 2025) Kupec, Michael; Janeček, Petr
Personalization of online services is closely linked to the concept of assistance, understood as the level of support and facilitation provided during the purchasing process. This paper presents a comparison of customer and expert perspectives on this area. The research is based on a customer survey and an expert panel conducted using the Delphi method. The comparative analysis shows that both customers and experts perceive the importance of assistance in personalization similarly, with no statistically significant differences between the two groups. The findings suggest that assistance represents a stable element of personalization strategies where no gap emerges between practice and expert expectations. This outcome may serve as guidance for companies in designing personalization measures aimed at enhancing customer comfort and the efficiency of the online shopping process.
Lázeňský nebo wellness turismus ve středoevropském kontextu
(Vysoká škola polytechnická Jihlava, 2025) Janeček, Petr
Léčebné lázeňství je považováno za rodinné stříbro Česka. Je ovšem tradiční léčebné lázeňství vnímáno v mezinárodním pohledu stejně, jako je tomu v případě středoevropských zemí? Lázeňství a lázeňský turismus je pro Česko důležitým odvětvím. O tom svědčí jak produktové portfolio CzechTourism, ale také tři záznamy v projektu The Great Spas Towns of Europe na seznamu světového dědictví. Příspěvek se snaží pomocí přehledu literatury identifikovat rozdíly ve vnímání lázeňství a wellness z pohledu mezinárodního. Pro splnění cíle byla vybrána metoda přehledové stati s využitím PRISMA a bibliografické analýzy odborných textů z databáze Web of Science.
Sociodemographic Determinants of Sustainable Behavior in the Czech General Public
(University of West Bohemia in Pilsen, 2025) Völkl, Laura Ute
The term “sustainable behavior” is not universally defined and there is no set of specific behaviors that, when combined, constitute sustainable behavior. In the regional context of the Czech Republic, research published on sustainable behavior often relates to purchasing and waste disposal behavior, as well as mobility choices. In a quantitative survey, 1,000 respondents from the Czech general public were inquired about the frequency of five selected sustainable behaviors. The objective of this research is to identify the subgroups of the general public sample that more frequently behave in a sustainable way than others by examining their sociodemographic characteristics. Findings from prior research on sociodemographic determinants of sustainability-related behaviors with a country-focus on the Czech Republic are consulted to derive hypotheses. Kruskal-Wallis tests and subsequent stepwise step-down analyses are used to identify the sociodemographic characteristics that influence the frequency of sustainable behavior. It is found that sustainable behavior significantly differs by gender, age, education, net monthly household income, economic activity, and the number of members in the household. The results of this study are of potential use for marketing management, helping to identify target groups for marketing or awareness raising campaigns. The study is embedded in a larger research project whose aim is to assess sustainability-related attitudes and behaviors among university students as compared to the general public in the Czech Republic and in Germany.
Divided by a Border, United by History: Comparing Czech and Slovak Perceptions of Hotel Social Media Marketing
(University of West Bohemia in Pilsen, 2025) Pichlík, Lukáš; Janeček, Petr; Turchyn, Liuba
In recent years, social media has become a crucial tool for the marketing communication of accommodation services and significantly influences guests’ decision-making processes. Its role is even more pronounced during times of crisis, when hotels face increased demands to provide timely and transparent information. The importance of social media marketing continues to grow in the hospitality industry. This paper aims to identify differences in how Czech and Slovak users perceive hotel communication on social media, the types of information they seek, and the extent to which this content supports their reservation decisions. A quantitative survey was conducted on a representative sample of the Czech and Slovak populations (n = 2000; 1000 in the Czech Republic and 1000 in Slovakia). The results of the comparative analysis reveal both similarities and subtle differences between the Czech and Slovak markets. Although a statistically significant difference was found in the types of content influencing booking decisions, the practical significance of this difference is small. Analysis of the Czech market revealed significant age-specific preferences, with younger users (18–29 years) showing the highest engagement with modern content and the lowest resistance to social media influence. In contrast, older generations (40+) strongly prefer user reviews and simultaneously exhibit high levels of skepticism. In the Slovak market, a strong positive correlation was identified between the frequency of checking hotel profiles and the degree of influence on booking decisions, with active users being significantly more receptive to marketing content than passive or inactive users. The paper offers a comparative perspective on both countries and initiates a discussion on how hotels can tailor their marketing communication to the distinct preferences of Czech and Slovak clientele.
University branding for generation Z: A systematic literature review of effective communication in higher edication
(University of West Bohemia in Pilsen, 2025) Newton, Kateřina
Abstract: As Generation Z emerges as the dominant demographic in higher education, universities face challenges in developing branding strategies that resonate with young adults’ values and communication preferences. This systematic literature review examines current research on university branding directed at Generation Z students, building on foundational work in higher education brand communication (Chapleo et al., 2011). The study seeks to clarify key factors shaping Generation Z’s perception of university brands and to highlight research gaps in this evolving field.Following PRISMA guidelines, this review systematically searched the databases for peer-reviewed articles published between 2011 and 2025, focusing on university branding and Generation Z student behavior. The methodology combines bibliometric analysis using descriptive statistics to map publication trends and citation patterns, alongside thematic synthesis of branding strategies and effectiveness measures. The findings reveal temporal trends in branding research directed at young adults and identify predominant approaches emphasizing authenticity, digital engagement, and value-driven communication. The study demonstrates how universities are adapting their branding to meet Generation Z's expectations, while also exposing significant research gaps in Central and Eastern European contexts.This research contributes to higher education marketing literature by offering a structured overview of Generation Z university branding knowledge, identifying critical research gaps, and strengthening the theoretical foundation for understanding young adults' engagement with university brands in digital environments.
Main Visitor Segments in the Karlovy Vary Region. What Is the Role of Cross‑Border Tourism?
(University of West Bohemia in Pilsen, 2025) Cankov, David; Janeček, Petr; Janečková, Veronika; Říkovský, Josef
The German market has long represented the most important source of tourism for the Karlovy Vary Region, both in terms of visitor numbers and their economic contribution. This paper focuses on identifying and profiling visitor segments in the Karlovy Vary Region using cluster analysis. The analysis is based on data from the “Tracking Visitors to the Karlovy Vary Region” survey, conducted by CzechTourism. Methodologically, a two-step approach was employed, combining hierarchical cluster analysis (Ward’s method) with the K-means algorithm, with the optimal number of clusters determined to be four. The results revealed two clearly defined visitor segments, dominated by German tourists: short-term “Tracking Visitors to the Karlovy Vary Region” survey. By applying a two-step cluster analysis that combines hierarchical and K-means methods, the study aims to identify key patterns of visitor behavior and assess the role of German cross-border tourism in the region’s performance. The results aim to provide practical implications for destination management, particularly in the areas of marketing communication, product development, and service adaptation to major visitor segments.
Krize a hotelový marketing: Obsahová a sentiment analýza facebookové komunikace českých hotelů
(Vysoká škola polytechnická Jihlava, 2025) Pichlík, Lukáš; Janeček, Petr
Tento článek se zaměřuje na analýzu komunikace českých hotelů na sociálních sítích během krizových období. Cílem je zhodnotit, jak se mění obsah a frekvence příspěvků na Facebooku v období krizí (COVID-19 a energetická krize) ve srovnání s obdobím bez krize. Využita byla kombinace kvantitativní obsahové analýzy a analýzy sentimentu. Výzkumný vzorek tvoří 7 344 příspěvků z 30 hotelů ve 7 krajích ČR v letech 2019–2023. Data byla analyzována pomocí softwaru SPSS Modeller a ACREA Text Mining. Výsledky ukazují rozdíly v používání klíčových slov a proměnlivost v reakcích uživatelů v závislosti na typu krize. Studie nabízí doporučení pro efektivní krizovou komunikaci v hotelnictví.
The Relationship between Corporation Social Responsibly and Brand Value from the Employee's View: case study of SMEs in Hospitality in Ho Chi Minh City, Vietnam
(Nhà xuất bản Tài Chính, 2024) Doan, Hung Dang Phi; Vuong, Hung Quoc; Nguyen, Thach Thanh Ngoc
Strengthening corporate social responsibility (CSR) activities is crucial for enhancing a business's BV. The purpose of this study is to investigate the relationship between corporate social responsibility (CSR) and the BV of small and medium enterprises (SMEs) in the hospitality of Ho Chi Minh City (HCMC), Vietnam from the employee's view. A quantitative research method was used by the authors in this study. Based on an overview of previous studies, secondary data was synthesized, and a survey questionnaire was developed. The questionnaire was distributed to leaders of SMEs in hospitality and the primary data was formed. A total of 217 respondents. After using a linear regression analysis tool, the results of primary data analysis show that five cognitive aspects of CSR affect Brand Value including Community, Customers, Employees, Legal and ethical, and Shareholders. The study aims to provide insights and recommendations on CSR activities and brand equity.
Human Resource Sustainability and Digital Transformation: Exploring the Role of Key Actors
(Technical University of Liberec, 2023) Eger, Ludvík; Egerová, Dana
Digital transformation changes economy and society, makes significant changes in people’s life and can have both positive and negative consequences for individuals, organisations and society. To the success of digital transformation, the human factor is more important than the technology itself. This research survey focuses on the human perception of support needed from different actors for their adaptation towards digital transformation. The quantitative research in the form of a questionnaire survey was carried out using an online panel. The respondents for the questionnaire survey were adult people living in the Czech Republic (n = 1000 from generations Baby Boomers, X and Y). The questionnaire design was inspired by the OECD Risks That Matter Survey 2020. The research focuses on what role different actors play in addressing negative impacts of digital transformation. The findings show that the highest level of responsibility was given to the Czech government, followed by firms and public administration. Conversely, lower levels of accountability were attributed to nonprofit organisations and trade unions, but surprisingly also at the individual level. The findings further found no significant effect on the perception of responsibility of government, firms and public administration, nonprofit organisations and trade unions for gender, education, nature of work and type of generation. However, we identified differences among groups in their assessment of responsibility on an individual level. Findings are important for decision-makers that should be responsible for peoples’ transformation in the context of digital transformation.
Fairtrade Town Certification in the Czech Republic
(Technical University of Liberec, Faculty of Economics, 2023) Hommerová, Dita; Krylová, Marie
This article presents the topic of Fairtrade Town certification, the conditions associated with obtaining it and the potential for its holders. Quantitative research was carried out on the example of a selected Czech town in order to determine the awareness of the town and its surrounding area about the Fairtrade label as such and the potential willingness and interest to support the town's application for Fairtrade Town certification. Furthermore, a benchmarking analysis of existing Czech Fairtrade towns was prepared. The results of the research were then used for suggestions that can help the selected town to become a successful applicant for Fairtrade Town certification and for other Czech towns as a possibility to steer their future, taking into account the implementation of sustainable development goals, where the Fairtrade issue clearly belongs. The results of the research have shown that the residents of the town, and in their perception the town as such, are not yet ready for the process of Fairtrade Town certification and its active implementation. However, due to the growing interest in this topic and the marketing and communication activities of various stakeholders, it can be expected that in the short or medium term the selected town will be able to apply for Fairtrade Town certification.
Digital Inclusion and Exclusion and Development of Human Resources in European Countries
(Springer, 2024) Eger, Ludvík
Digital transformation has large effects on people´s lives in European coun-tries. ICT competencies and access to the Internet and new media are key pre-conditions for citizens in these countries and their ability to use e-services every day, and to be successful in a dynamic changing labour mar-ket. The study investigates opportunities for the development of the EU countries in the context of digital transformation. The selected indicators were used to compare EU 27 countries. The basic key performance indicator is GDP per capita. This indicator corresponds very well with the ranking of countries according to the human development index and, surprisingly, In-ternet penetration achieves a similar effect. Next, the correlation of GDP per capita with ISCED 5-8 was higher than the correlation of GDP per capita with the CEDEFOP index, both results can be considered a moderate asso-ciation. Special attention is paid to Germany, Spain, Poland and the Czech Republic and the changes in their position in selected indicators in the con-text of the EU 27. The results show that it is necessary to pay attention not only to citizens who achieve higher education, but also to the group of young people who, for various reasons, do not complete the educational process. Further and more detailed research on digital inclusion is needed.
Tourism Destination Satisfaction and Loyalty of Domestic Visitors: The Case of Spa Destination Mariánské Lázně
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Štumpf, Petr; Dryáková, Kristýna
Tourism destination satisfaction represents an essential indicator of destination performance and can be considered as a source of competitive advantage of a destination. The objective of this study is to investigate the relationship between satisfaction of domestic visitors and their loyalty to the spa destination of Mariánské Lázně. This study analyses this relationship in forms of intension to revisit the destination and intension to recommend the destination. Moreover, the aim was also to investigate if there is a difference between first-time visitors and repeat visitors from the viewpoint of their satisfaction to the destination of Mariánské Lázně. Surprisingly, the results show no significant relation between visitor satisfaction and their revisit intentions. However, moderately strong dependence was found between visitor satisfaction and intention to recommend the destination. Furthermore, there was found no significant difference between first-time visitors and repeat visitors taking their satisfaction into consideration.
The conditions for retail business in the countryside - the case of South Bohemia
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Cimler, Petr; Ondráček, Jan
The paper focuses on the results of an investigation into the buying behaviour of customers in a selected small town in the peripheral rural environment of the Czech Republic, presents the reasons for and benefits of shopping for rural residents in towns, and the benefits of shopping in the place of residence or over the Internet. The aim of the research was to identify the context of the buying behaviour of customers in a small rural town in the South Bohemian region when buying food in the place of residence and outside the place of residence, and in doing so to articulate the prerequisites and conditions of the retail business. A questionnaire and a case study were used as research methods in order to obtain data for analysis. The main finding of the research is that peripheral rural locations are able to retain their customers even when faced with the competition of multinational chains.
What motivates Czech rural retailers? A qualitative study from an unfavorable entrepreneurship environment
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Sadílek, Tomáš; Cimler, Petr; Kunešová, Hana
Rural retail is a concept that has significant benefits for local society in countryside locations. To shape the appropriate conditions for the development of this generally beneficial phenomenon, we need to ask what motivates rural entrepreneurs to give priority to sustaining their business in small Czech villages with less than 1,000 inhabitants. No previous studies were focused on the external and internal factors that influence the entrepreneurial sustainability of rural retail in Czechia. Through a qualitative approach, this study aims to explore the motivation to keep being a rural retail entrepreneur in the unfavourable conditions of Czech rural retail. The summary results of a qualitative study among 30 rural retail entrepreneurs supported by the presentation of five case studies describe how rural retail entrepreneurs face obstacles and how they perceive the gradual changes in the retail market and changes in consumer behaviour. We also identify the most significant external and internal factors that influence a rural retail entrepreneur and show how the motives intersect.
Using digital marketing to present the Šumava and Bayerischer Wald National Parks
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Prantl, David; Turchyn, Liuba
National parks are key to tourism and attract large numbers of people who are important for local businesses. Šumava and Bayerischer Wald are among the most important national parks in the Czech Republic and Germany. These national parks are divided by the border. The division allows us to analyze the diversity of marketing activities presenting the same nature in completely different regions. The purpose of this research is to explore the use of social media and websites in the official (supported by the state) marketing communication of Šumava and Bayerischer Wald National Park. Furthermore, the secondary goal is to describe the differences in the use of these tools on both sides of these national parks. The study contributes to a better understanding of marketing-related activities of national parks. A comprehensive literature and meta-content analysis were conducted to achieve this article's research aim and objectives. A quantitative approach was employed to evaluate the effectiveness of the websites of Šumavaand Bayerischer Wald National Parks, addressing three specific research questions. The most cited problem with using websites is that the data may not be representative of all park users. We synthesize our findings, identifying gaps and opportunities for future research and presenting a set of best practices for using digital marketing.
Tourists segments of visitors to Šumava
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Janeček, Petr; Cafourková, Kateřina; Pichlík, Lukáš
Understanding the needs of visitors and their motives for visiting a destination is a fundamental need of destination marketing. Segmentation is one of the basic strategic tasks of destination management. Choosing the right segment and understanding it is a strategic task, as discussed in the literature. This study focuses on visitors to Šumava. Based on a questionnaire survey of 1110 respondents, it creates a profile and basic characteristics of visitors to Šumava. The results of the research are mainly useful in the practice of destination marketing in the creation of marketing products, marketing communication. The results can help in the effective allocation of resources to individual activities. As well as to reveal possible problems in visitor satisfaction. The research results can also be used for the purposes of sustainable development of the Šumava destination.
Travel risk perceptions before and today: A case study for the Czech Repubic
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Janeček, Petr; Pichlík, Lukáš; Wágnerová, Tereza
Safety is the basic premise for the realization of tourism. The risk of danger or other harm is fundamental for tourists. Destinations feel the same way, which is why there are safety signs, such as Safe Destination, which assure tourists that it is safe to come. Many international organisations and communities (e.g. UNWTO) also report on safety and the safety situation. This paper looks at risk perceptions and how they change over time in general. The aim of the paper is to compare the declared perceived risks in the past with the perceived risks during their possible occurrence. Contribution try to highlight a research gap in the perception of risk differences over time in general not in particular tourism segment. The research was conducted on a sample of 1000 respondents in 2021 and 2022 and examined risk perceptions and their changes before the COVID-19 pandemic and in 2021 and 2022. The results suggest that risk perceptions decrease with longer time since the existence or occurrence of the risk. The results of the paper indicate important issues affecting international tourism in the context of the Central European area, specifically on a sample of Czech tourists.
Current research of the significance of non-profit organizations´ brands in the Czech Republic following the German example
(GUC - Verlag der Gesellschaft für Unternehmensrechnung und Controlling m.b.H., 2023) Hommerová, Dita; Alaimo, Salvatore; Martinčíková Sojková, Olga
The planned research on the significance of branding for non-profit organizations in the Czech Republic is inspired by the research conducted by Prof. Dr. Silke Boenigk and Dr. Rer. Pol. Annika Becker from the University of Hamburg. Their research aimed to contribute in three areas. First, despite the growing awareness of the importance of branding in the non-profit sector, knowledge about approaches to assessing the strength of non-profit brand equity is limited, and most findings originate from surveys in the commercial market and consulting firms. Second, among the few existing academic studies on stakeholder perceptions of the brand, almost all are based exclusively on for-profit models without any non-profit context. Third, most academic studies on stakeholder-based branding in the non-profit sector have provided measurements based on one or a few selected non-profit brands. The international group of authors plans to obtain a representative sample of the Czech population, with a total of N=1000 respondents. To evaluate the obtained results, the authors will employ the same methodology as used in the German article by Boenigk and Becker (2016). Specifically, the Nonprofit Brand Equity Index, which is composed of factors such as brand awareness, the weight of trust in the brand, and the level of brand loyalty, and the averaged values of these parameters. Comparing this with the German research may help to identify potential differences and specific characteristics that characterize the Czech environment. The results of this study could contribute to the academic community and, at the same time, serve as a direction for further development of the nonprofit sector in the Czech Republic.

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