Projekt založení cestovní kanceláře zaměřené na výjezdový cestovní ruch do Skandinávie

The diploma thesis inquires into the topic of tour operators. The thesis presents the author’s project to establish his own tour operator focused on outbound tourism from the Czech Republic to Scandinavia. The thesis aims to evaluate the competitiveness of such project in the Czech market, and to determine whether such tour operator can be operated with profit. The first chapter provides the theoretical basics and essentials regarding tour operators – general characteristics, types of tour operators, legal requirements, operational specifics, product and supply. In the second chapter, the individual Scandinavian countries (i. e. Denmark, Sweden, Norway) are presented with regard to their political geography, tourism, and relevant attractions. The following practical part is divided into three chapters – first, it focuses on the entrepreneurial intention, the external and internal analysis, followed by the SWOT analysis, where the unique selling proposition is identified; second, the individual components of the marketing mix are presented; the last part is dedicated to the enterprise’s finance. Given the niche in the market, which the proposed tour operator takes advantage of, and based on all the previous findings, the project can be considered feasible and competitive. The expected financial result ranges in positive numbers already within the first three years of operation. The proposed establishment of a tour operator presented in this diploma thesis is available to further extension and completion so that it can be used as a real entrepreneurial intention of an actual outbound-focused tour operator.