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This diploma thesis is focused on spa region in the Czech Republic. The thesis is divided into theoretical and practical part. The theoretical work's aim is to qualify basic concepts and to mention legal framework relating to the topic. The theoretical part is focused on foundation of first spas in Europe and mainly in our country too. The significant piece of this theoretic part contains some information about relation of tourism to spa. It is finished by mentioning trends, opportunities and threats in future. The practical part is focused on analysis of present spa offer. The significant piece of the practical part deals with the data acquired from questionnaires filled in by young people. The aim was to verify the statements mentioned at the beginning of the diploma thesis. The results can be useful for extension of spa offer.

This thesis deals with the importance of marketing in the spa sector with particular focus on the Spa Velké Losiny Ltd. The aim is to analyze marketing activities of the spa and to propose recommendations on the basis of this analysis. The theoretical part deals with spa market and also defines specifics of marketing of services and tourism and methodology of marketing research. The practical part includes information about the current situation of Spa Velké Losiny. In the practical part there is marketing mix analysis. In the last chapter are formulated evaluations and recommendations for the marketing of the spa.

The topic of the final-year dissertation is: Marketing information system (MIS) project in the respective company. I did my final-year dissertation at Lázně Aurora, s.r.o. in Třeboň.The objective of the dissertation was to analyse situation of the current MIS at Lázně Aurora and to compare it with the situation characterised in the bachelor{\crq}s degree dissertation. Marketing researches would follow. After analysing Lázně Aurora{\crq}s existing MIS, I came to the conclusion that the Internal Information System which Lázně Aurora has in place, is of a high standard. The company also has a good quality Reporting Information System. I see some shortcomings in Lázně Aurora{\crq}s Marketing Survey System, as the company focuses in its surveys on existing or past clientele only. This means that the company conducts only part of a comprehensive marketing survey, which is more a sales support or client retention attempts. At present, Lázně Aurora misses a marketing system to support decision making. As the cause of the MIS shortcomings I see the fact that at present demand exceeds supply, and therefore Aurora does not see the need to make full use of the MIS. I performed two marketing researches. In the first questionnaire survey I made use of the existing questionnaire of Lázně Aurora and applied it according to the Aurora{\crq}s management instructions only to the current clientele. On the basis of the shortcomings identified in the marketing research system of Lázně Aurora I proposed (as a part of the main goal of the final-year dissertation) a variant of the questionnaire survey, which is more correct from the marketing point of view. I have completely worked out a new marketing research on the basis of the questionnaire elaborated by me and applied it to the sample of randomly selected respondents from the wide public. The results generated from both questionnaire surveys were positive for Aurora, but nevertheless it would be advisable to conduct a series of further marketing surveys, focusing mainly on the needs and wishes of not only existing, but also prospective guests. I believe that in the future, collecting information from quality marketing surveys and correctly functioning MIS will be for Aurora essential for maintaining their competitiveness on the spa industry market.