Destination Management of the Protected Area Kokořínsko – Máchův kraj

The bachelor's thesis "Destination Management of the protected area Kokořínsko -- Máchův kraj" is focused on the processes of coordination and control of marketing activities in tourism. Theoretical part defines basic range of terms connected to the topic, such as tourism, destination, destination management and marketing. The following practical part applies the theory on the area of Kokořínsko and Mácha region, recently integrated as the "Protected area Kokořínsko -- Máchův kraj". It analyses fundamental conditions for existence and development of tourism, explores the level of the destination management and implemented marketing methods. The final part summarizes assets and problems in the destination and based on previous analysis, it suggests possible activities that could lead to the improvement of destination rank in the tourism market.