Kompetence zaměstnanců v managementu destinace cestovního ruchu

The main objective of the thesis is to identify the needs of competencies of workers in destination management in the Czech Republic and to confront them with the system of higher education in this area. On the basis of the analysis of primary and secondary data to propose measures for better application of graduates on the labour market in the field of destination management. In order to fulfil the aim of the thesis, a quantitative research in the form of a questionnaire survey was conducted among DMO managers and students of the last years of tourism and destination management universities. Further, qualitative research was conducted through in-depth interviews with students to supplement the information. The results show a competency model for DMO managers in the Czech Republic, which includes the following key and professional competencies: communicativeness, independence, cooperativeness, flexibility, willingness to learn, tourism marketing, knowledge of tourism issues, tourism management, destination tourism management and tourism services. The identified competency model was compared with the students' perceived level of competencies, with a significant difference found for 6 of the 10 competencies. The result of the study is a competency model for destination tourism managers in the Czech Republic including quantification of potential graduates entering the labour market with competencies for destination tourism management. The thesis concludes by proposing measures to improve the employability of graduates in destination management.