The main aim of my thesis is to propose a public relations strategy for swimming club to communicate effectively with given target groups. In the theoretical section I briefly describe the marketing and commercial communications, with emphasis on the possibilities of promotion using the tools of public relations. I focus mainly on the practical use of each instrument and determination of the correct procedure to build an appropriate strategy for a nonprofit organization, which is a swimming club TJ Pozemstav Prostejov. In the practical part, I suggest the strategy of communication using public relations. The strategy was realized in the period from March to December 2011. In conclusion, I evaluate the success and the effectiveness of the campaign and suggest changes for the future.

The first theoretical part of the work describes in general tourism, terminology and briefly the historical development of tourism. The second theoretical part is focused on marketing, marketing researches, marketing mix 8 P, segmentation of the market, marketing instruments and marketing strategies. The practical part is given to analysis of the travel agency Travel Support taking Czech fisherman to Norway, then to analysis of its market environment, to analysis of its target group, to analysis of competition and of previous marketing and communication strategy. SWOT analysis is made up on the grounds of these researches. Particular, concrete recommendations building the new marketing strategy for next two years were defined according to the founded results.

Thesis is focused on processing partial strategy of Il Primo Piatto restaurant. The main purpose is implement internal and external analysis, map the current situation and suggest recommendations for future development of the restaurant.

Univ., Diss.--Kiel, 2006.

Zugl.: Berlin, Humboldt-Univ., Diss., 2005

Univ., Diss.--Göttingen, 2005.

Universiẗat, Diss.--St. Gallen, 2005.

Zugl.: Stuttgart, Univ., Diss., 2007. / Druckausg. bei Jost Jetter Verlag, Heimsheim erschienen.

Zugl.: Augsburg, Universiẗat, Diss., 2006.

Univ., Diss.--Passau, 2002.