Companies are forced to looking for a new ways to reach customers because of an increasing market competition. That is the reason why the search is moving beyond companies borders and they are commming together and cooperating. The diploma thesis is analysing the ways of cooperation by a law firm and recommending a proposals for improving of the current level of cooperation in selected areas and better using of the communication tools.

This thesis deals with the possibilities of the further tourism development in the region Podblanicko. There are suggested activities to improve cooperation and tourism management and design of the activities in the marketing mix in the thesis. One of the outputs of this thesis is the design of the package.

Tourism is becoming an ever more important part of the national economy. In advanced economies, the majority of inhabitants are employed in the services sector, which includes tourism. Currently tourism is at the peak of its development in the Czech Republic. A new, modern infrastructure is being built to connect up the natural and cultural treasures. My personal judgement is that it is primarily the finances from European funds, which have been streaming into the country for several years now, that have a large influence in this development. I see the market deficit in the CR to be poor communications between individual stakeholders. The comprehensive interconnection of services, information systems and tourist destinations. The aim of my work is to propose possible future cooperation for individual original, attractive stakeholders in experiential tourism within the territories of the Czech Republic, above all the Jindřichův Hradec district with its overlap into Lower Austria (Waldviertel). These stakeholders will then jointly form an area where both marketing and the professions are connected; this is known in the EU under the title of a tourism learning area (TLA). They can also be understood as destinations where individual stakeholders involved in experiential tourism are interconnected. The basic idea of the TLA seems relatively simple, however its implementation requires precise coordination and multilateral cooperation, and it is this that I want to achieve within this thesis.