Vliv vnějších faktorů na podnikání v oblasti lázeňství v České republice

A proper understanding of the external environment represents a crucial task to which business entities in the Czech Republic must devote adequate attention. A relevant evaluation of influencing factors can significantly affect strategic decision-making regarding the future field of business activity. It may also determine the direction and potential for maintaining a competitive advantage of already established organizations. The aim of this master’s thesis is therefore to assess, using a PESTLE analysis, the influence of external factors affecting business activities in the spa industry in the Czech Republic and to provide an expert opinion on whether it is appropriate to enter this sector. To determine the relative significance of individual factors, the pairwise comparison method was applied, enabling their quantitative evaluation and prioritization. The analysis revealed that, apart from strict legislative requirements, the most significant determinants of the business environment in the spa industry include demographic trends characterized by a substantial ageing of healthcare personnel, a deepening shortage of qualified healthcare professionals, and the inability to replace them with new graduates. For these reasons, entry into the spa industry was not recommended for a new market participant.