The tourism is remarkable phenomenon of today's life. There is a big impact to the GDP in the touristic attractive countries. But on the other hand it causes pollution of the environment. In the area of hospitality we can see huge waste of energy and materials. Based on this, we can see the possible future heading to the ideas of sustainable development with the activities of f.e. Green management, destination management, ecological tourism. Hotels can achieve the label of EU - "The Flower". Maybe those new approaches can eliminate the negative impact of the tourism. In the diploma thesis I described how the Czech hotels labelled with "The Flower" use the discourse joined with the label on its web pages.

The topic of ecology has resonated more and more in society in recent years, and the concept of sustainability in many forms is an integral part of this. Companies set out to fight for a green future with their product offerings and marketing strategies. But greenwashing practices can often be part of this company communication and the product or a brand could look more ecological than it is and the truth about the impact on the environment often remains hidden. Although the practices are considered misleading advertising, which is regulated by the state, in practice we may still find about half of the products that do not provide sufficient information to assess the accuracy of the claim. The aim of this work is to reflect on the issue of greenwashing and map the awareness of this phenomenon in Czech society with a closer focus on the young generation because it was the young generation that has been the focus of attention in connection with the Fridays For Future movement in recent years. The work is divided into theoretical, methodological, and research parts. In the research part is using quantitative research, the hypothesis is examined according to which the young generation is more ecological, and thus their awareness of greenwashing is greater. Research has shown that awareness of...