Tourism attractions and destinations has been facing tourists’ outflow for lots of years worldwide. Because of that, it is crucial to start fighting against this negative phenomenon, as this niche market segment is dependent on incoming clients. In this thesis, the focus is on wellness tourism with a case study aimed at spa industry in author’s residential country, Czech Republic. Thesis strives not to use standard marketing or management processes, but rather propose out of box solution, which allows gaining full spa experience. Since well-being is seen as one of actual drivers of consumer demand, an authentic spa concept called ‘destination spa’ is brought forward for solving current, local spa inability to be profitable. Key elements are nutrition, physical activity and mental balance. These are further examined and their real contribution is discussed. Within the case study, mix of these arguments is specifically applied to Darkov Spa, Karviná. In addition to that, data gathered from questionnaire enabled to use quantitative research methods to find out if proposed changes are favoured according to local taste. The results showed that suggested solution has a positive impact on local clientele, which will contribute towards increased visit rate. Due to this fact, research’s proposed idea is a convenient incentive for re-opening Darkov Spa.

The spas and sanatoria in Silesia (Czech part) from the 2nd half of the 19th century until the end of the 1930s Abstract The work is focused on the development and historical development of spas, spa resorts and sanatoria in Silesia in its Czech part, which used natural healing resources, favourable climatic conditions, baths, balneal treatment and resting mode. The object of interest is Gräfenberg Spa, later Gräfenberg-Frývaldov (today's Spa Jeseník), spa in Dolní Lipová, Sanatorium in Zlaté Hory, Spa Karlova Studánka, Jánské koupele (Mel ské koupele near Opava), spa in Darkov, small spa in Komorní Lhotka and pulmonary sanatorium in Jablunkov, which was right from the beginning a sanatorium for the treatment of pulmonary tuberculosis. During the treatment, a considerable attention was paid to the use of the resting mode and of the favourable climatic environment. On this territory, we can see different conditions of the creation of individual spas and sanatoria. Namely, on the basis of the effects of natural resources, the Spa of Karlova Studánka, Jánské koupele and Darkov Spa was built, which used natural mineral waters. The sanatorium in Zlaté Hory, a spa resort in Komorní Lhotka and the pulmonary sanatorium in Jablunkov were established thanks to the effects of a favourable climate. The origin of the...