The Master´s Thesis analyses marketing communication of a selected health resort. The theoretical part maps different marketing forms and tools in a general way and describes their usage and application in the field of spa services. The practical part includes detailed analysis of marketing communication in the particular health resort Spa Mšené, Inc. Based on questionnaire research the thesis assesses effectiveness and efficiency of the communication tools and techniques applied by the mentioned spa. The conclusion summarises some proposals and recommendations for the purpose of possible improvement of the currently used communication strategy.

The first part demonstrates Léčebné lázně Bohdaneč and its more important competitors, Lázně Velichovky and Anenské slatinné lázně (Lázně Bohdaneč). The second part explains the terms connected with marketing and commercial communications. In connection with this terms are described marketing and communication mix together with its instruments. Commercial communication`s instruments as ATL and BTL are characterized in detail. The third part is focused on the last one from the "4P", namely promotion. Promotion of LLB a.s is compared with its competitors, especially the realized promotion through the new medium is analyzed. Part of this last section is also comparing of websites and the concept of the improvement communication campaign.

The diploma paper is in early part mainly focus on marketing, marketing research and possibility of marketing development in the field. During theoretical part thesis is working with specific problems of marketing in spa and hotel industry. Following chapter is talking mainly about charakteristic of specific spa hotel, its desciption, effects of environment, marketing strategy and competition analysis. Point of primary resaearch is analysis of customer satisfaciton survey during years 2008-2009 and comparing results with data form survey in 2004-2007. Base of this research, the last part of paper is suggesting several solutions in order to increase of parity of the spa hotel in upcomming years.

The purpose of this dissertation is a formulation and analysis of a business plan for development of a new spa resort in Františkových Lázních and conduct feasibility study of proposed business case. The following work is divided into theoretical and practical part. While theoretical section of the dissertation outlines main terms and theoretical concepts, explains relevant legal and regulatory conditions and restrictions relating to offering spa services and details all factors necessary for appropriate formulation of presented business case. Practical part of the dissertation presents a real life business case together with a feasibility study of the proposal, competitor analysis, market research and planned marketing strategy, while analysing returns of invested capital in three alternative scenarios.

The subject of the diploma thesis is to introduce the problems of communal spas, namely the treatment of water for swimming pools. Following is a proposal of reconstruction of the treatment plant for a real, operated area of the summer swimming pool. The thesis is divided into theoretical and practical part. At the beginning of the theoretical part I make research of the history of balneology, the effects of bathing and swimming on the human body, possible resources for spa purposes and hygiene requirements for these waters. I also describe commonly used methods of treatment of swimming pool water. In the practical part I first describe the summer swimming pool in the town of Břeclav. There is a description of the swimming pool, its history and equipment. In the next chapter I present the currently operated technological line. Based on a personal visit, the next chapter evaluates the technical condition of the plant. Based on this evaluation, a new technological line for treatment of swimming pool water of the Břeclav summer swimming pool is proposed.

Master´s thesis was developed as interior design of Roman spa and sauna world. Roman spa and sauna world are located on the third floor of the Aquacentrum building, a draft of which was prepared in a specialized studio of the 2nd year master´s program. Part of the composition was also design of the layout on the third floor, in which the spa and sauna world are located. Object Aquacentrum is designed to lucrative tourist spot, close to the banks of the Brno reservoir, which lies in the northwestern part of the city of Brno near Brno-Bystrc district.

The theme of two year masters programme was five senses in architecture. The final project is thermal baths in swiss town Yverdon Les Bains, where are currenctly situated baths which do not meet the spa requirements in terms of capacity, operation or eastetics. The aim of the project is not only to design the new spa building, but also to solve miserable situation of the site, to develop the topic of spa in a park, the relationship to the historical buildings of rotunda, hotel and villa Entremont and to solve the spacial organization of the bath house itself, which is both for relaxation and healing. Part of the project is also to expand the accomodation capacity into the new hotel building.

Yverdon-les-Bains Thermal Spa is a group of elements searching for their identity since the end of the 20th century. The spa complex consists od several buildings built in different eras. Each one of the has its own strong formal identity whether expressed by facades, materials, volumes or spaces. All the historic buildings are to be preserved and new spa is to be designed to complement them. Potential of the new spa development is one of the most important values of the diploma project.

The architecture of the spa in the park is conceived as a structure goes through the trees. Spa is space for using thermal spring force.

The aim of this work is the solution spa area includes Yverdon les Bains. The existing facility does not meet both their needs, but mainly it is very closed. Park is closed to the public and within his right in the spa area there are several other barriers. Spa Park means to me park, promenade, people moving and elegance. At this point I feel the potential that could reopen the spa park outside world and effortlessly be connected to the outside world, with reference to its historical and thermal value. Therefore, I leave the pit area as much free, with public functions. The spa itself would not be contrary overload the body, but rather a place to stop and peaceful rest. That is why I put myself into a compact mass flowing above the park, which leave the most relaxed movement of people and devote themselves intimacy baths, views of the surroundings and contact with water, the sky opened atrium. Its shape and facade of the building creates a barrier, but rather is permeable and in contact with their surroundings and park.