This diploma thesis analyses the influence of fairs and congresses on destination image. Marketing knowledge in field of branding and image is used as well as theory of tourism and destination marketing. As interdisciplinary approach proposes, fairs and congresses are understood as factors influencing the destination image through various agents. Not only general direct benefits but also variables participating on image transfer of congresses and fairs to destination image are described. Target group performing the strongest influence is identified. Review of contemporary fair and congress industry together with real situation examples demonstrate the transfer of associations. The diploma thesis suggests measures on the base of gained theoretical and practical knowledge, which could help in development of fairs and congresses to strengthen the positive influences on destination image.

The aim of the thesis is analysis cultural sphere in Czech Republic and analysis of existing cultural statistics in relation to tourism in Czech Republic. Furthermore, the thesis evaluates cultural tourism via cultural events, which are considered to be one of the most important forms of cultural tourism. Cultural events in Czech Republic have been researched from economic and social point of view. The thesis analyses festivals according to their structure, genres, attendance, and compares festivals in Prague with festivals in other regions of Czech Republic based on particular criteria.

The aim of the diploma thesis is to evaluate a significance of sport events for tourism and to analyze their impacts on tourism in the region. The thesis is divided into four chapters, the first two summarize theoretical knowledge - the economic importance of tourism, the inclusion of events into the context of the tourism industry and also specifics of sport events and their general impacts on the region, in which they are held. The next two chapters are devoted to the most important sport events in the Czech Republic as well as abroad and to the evaluation of their impacts on tourism in the destination. The final chapter focuses fully on the analysis of impacts of the Biathlon World Championship 2013 in Nové Město na Moravě on tourism in the region.

Title: Activation of RunTour running series sponsorship Objectives: The main purpose of this master thesis is to create suggestions and recommendations for the future sponsorship activation of selected RunTour partners, as a follow-up on the presentation and analysis of their activation in 2018. As a secondary objective can be considered the systematic processing of sponsorship activation, which Czech literature still does not offer. Methods: In methodological terms, a case study was chosen that draws on observation of the author at the RunTour running races and especially on interviews with competent representatives of selected partners. Document analysis and interview with the event organizer were used to analyse the running series and sponsoring companies profile. Results: Given the descriptive nature of the research, it is not easy to summarize the results of the thesis. However, it can be stated that all three selected partner companies are aware of the importance of the sponsorship activation and have been clearly open to suggestions and recommendations of the author. Despite the different size of companies, it was generally recommended to establish mutual cooperation between partners. From sponsorship activation suggestions, which have the greatest potential for implementation in practice,...

In the first part of this final thesis the theory of tourism events and their impact on the host destination is discussed, with particular focus on major sport events. Impacts are divided into two categories: economic and non-economic (socio-cultural, environmental, marketing impact and impact on infrastructure). These break into sub-categories and are described in detail. The second part of the thesis uses the theoretical knowledge outlined in part one to analyse the impact of a specific major sporting event -- the 2011 IIHF World Ice Hockey Championship that took place in Bratislava and Kosice in Slovakia. Emphasis is placed on analysing the effects the event had on the tourism sector in Slovakia. Having analysed both economic and non-economic impacts of the event, the thesis concludes that the overall impact of the event on the Slovak tourism sector was positive and the Slovak Republic can use this momentum in favour of further development of Slovak tourism sector.

This thesis connects the influence of experience economy and ICT on event industry in a research of use of technology in optimization of attendee's event experience. By combining primary and secondary literature with qualitative research we come to conclusions that an optimal event experience is complex assemblage of affective, cognitive and conative aspects, we prove the benefits of event technology as one of the means to achieving this copious experience and identify concrete methods how to use technology for this purpose.