This theses contains an analysis of market conditions and internal environment at the Šumava hotel in Vyšší Brod and suggestions to improve marketing management. It is an established hotel in an attractive location near the border with Austria and the Lipno dam. In the theoretical part, there are analytical tools, which include analysis of the situation and further sub-analysis, SWOT analysis, and SERVQUAL method. The theses examines two hypotheses that "management at a given capacity hotel will not be conceptual, but random, and that the hotel with this capacity will not be monitor market development and client Leeds adequately". Neither of these hypotheses was confirmed. Proposal made on the basis of the analysis includes marketing strategy in terms of changes in product, marketing communications, distribution and greater focus on attractive target segment, which requires additional personál and professional support. In addition, the proposal for changes in the area of financial management.