The diploma thesis deals with methods for evaluation of the cultural and environmental potential of the tourism destination. The theoretical part defines the professional terms that need to be understood for processing. In the practical part are implemented selected methods, which were applied on the regions of the Czech Republic. Subsequently, these methods were compared by results and their strengths and weaknesses were defined. The design part deals with innovation and improvement of current methods.

The theoretical part of this thesis is focused on the explanation of the Smart concept within the cities and tourist destinations, how the destination of Písek uses marketing communication to attract new visitors and to keep the existing ones. In this part, the reader will also be informed about the topic of measuring emotions, what the methods are, their strengths and weaknesses, and specifically how the EDA method (measurement of electrodermal activity, or skin conductivity) works, which was used in the practical part. The aim of thesis is to use new technologies in effective marketing of tourism destinations - based on measurement of emotional reactions using the EDA method, optimalization of visual communication for destination Písek and its surroundings as a city with a Smart city concept. The practical part describes how the questionnaire and measurement by the EDA method took place. During the research the respondents were shown pictures that were taken of Písek and its surroundings. Data processing was done by evaluating the questionnaire and EDA measurements. The results of both research methods were ranked in the Top Ten Positively/Negatively Ranked Images with Higher Emotional Response. Ten positively and ten negatively evaluated questionnaire and EDA measurements are also visualized in this thesis. It can be concluded from the research that the EDA method is suitable for the measurement of emotions and, together with the questionnaire, it provided interesting information on what type of images is suitable to use in the marketing communication of Píseckem, s. r. o.