Tourism, Hospitality and Commerce

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1 Ročník III, číslo 2, 2012 Volume III, Number 2, 2012 Journal of Tourism, Hospitality and Commerce Vysoká škola obchodní a hotelová s.r.o. College of Business and Hotel Management Ltd. ISSN

2 Journal of Tourism, Hospitality and Commerce vědecko-odborný recenzovaný časopis Vydavatel/Publisher: Vysoká škola obchodní a hotelová s.r.o Bosonožská Brno IČO: REDAKCE ČASOPISU/EDITORIAL: Mgr. Petra Trunečková Nakladatelský editor/executive editor: PhDr. Ludmila Bartoňová Odborný editor/responsible editor: Ing. Alena Klapalová, Ph.D. Technický editor/technical editor: Mgr. Petra Trunečková Předseda redakční rady /Editor in Chief: Prof. Ing. Kristína Viestová, CSc. Členové redakční rady/editorial Board members: Doc. Ing. Vratislav Kozák, Ph.D. Doc. Ing. Ján Orieška, Ph.D. Doc. Ing. Jana Štofilová, CSc. Doc. Ing. Petr Suchánek, Ph.D. Prof. RNDr. Ing. Miloš Šeda, Ph.D. Doc. Ing. Jiří Vaníček, CSc. Prof. RNDr. Arnošt Wahla, CSc. Prof. Dr. Hab. Jan Wiktor Frekvence vydání: 2krát ročně/published twice a year Distribuce/Distributor: Vysoká škola obchodní a hotelová s.r.o Počet výtisků: 60 ks/number of copies: 60 pieces Evidenční číslo periodického tisku: MK ČR E 19523/Registration No: MK ČR E ISSN (Print) Vysoká škola obchodní a hotelová s.r.o.

3 Journal of Tourism, Hospitality and Commerce Recenzenti čísla/reviewers of the issue: Doc. Ing. Darina Eliášová, Ph.D. Ing. Alena Klapalová, Ph.D. Doc. Ing. Vratislav Kozák, Ph.D. Doc. Ing. Petr Suchánek, Ph.D.

4 EDITORIAL Vážení čtenáři a přispěvatelé, 2. číslo 3. ročníku časopisu se věnuje několika navzájem propojeným tématům, týkajících se podnikání v cestovním ruchu. Jsou jimi konkurenceschopnost podniků a externí a interní bariéry a stimuly podnikání v tomto sektoru, tvořeny mnoha faktory. Mezi ty velmi důležité patří právě ty, které jsou analyzovány a charakterizovány v jednotlivých článcích. Jde o kvalitu personálu, nabídku a kvalitu vzdělávání, poptávku po službách cestovního ruchu, kterou ovlivňuje řada dalších oblastí (například i marketingové faktory a vnímání významnosti ceny, prvků produktu nebo vzdálenosti destinací a jejich dopravní dostupnosti), makroekonomické prvky (například finanční nástroje a jejich aplikace, podpora ze strany států) a struktura trhu (míra koncentrace v odvětví). Jednotlivé příspěvky naznačují, jak je podnikání v cestovním ruchu složité a v určitém smyslu i málo adaptabilní potřebným změnám. Přejeme Vám příjemné čtení. Listopad 2012 Ludmila Bartoňová Dear readers and contributors, the second issue of the third volume deals with several mutually interconnected themes, related to the entrepreneurship in tourism, specifically competitiveness of companies and external and internal barriers and stimuli of the entrepreneurship in tourism, represented by many factors. Among them those that are analysed and characterised in the individual articles belong to just those of great importance. The issues are quality of personnel, offer and quality of education, demand for the tourism services, which is influenced by the range of other areas (for instance marketing factors as well and price, product features perception or distance and transport accessibility of destinations), macroeconomic elements (for instance financial tools and their application, governmental support) and market structure) concentration level i the industry). Individual papers indicate the complexity and difficulty as well as the lower level of adaptability of the entrepreneurship in tourism to needed changes. We wish you pleasant reading. November 2012 Ludmila Bartoňová

5 Kvalita personálu a služby v cestovnom ruchu Quality of personnel and services in tourism Adriana Grenčíková, Jana Španková Abstrakt: V predkladanej štúdií autorky analyzujú význam kvality personálu pre rozvoj cestovného ruchu. Poukazujú na nedostatočný počet možností vzdelávania sa v oblasti cestovného ruchu v Slovenskej republike v porovnaní s Českou republikou a vyvodzujú súvislosť v poskytovaní kvalitných služieb zákazníkom v oblasti cestovného ruchu. Klíčová slova: ľudské zdroje, intelektuálny kapitál, organizačný kapitál, kvalita personálu, vzdelávanie personálu, cestovný ruch, spokojnosť Abstract: In their study, the authors underscore the importance of high - quality staff for the purposes of tourism development. The authors call attention to the insufficient number of study programs for hospitality and tourism in the Slovak Republic compared to the Czech Republic and demonstrate a correlation between the provision of quality services to customers in the domain of tourism. Key words: human resources, intellectual capital, organizational capital, staff quality, staff education, tourist industry, satisfaction JEL classification: I25, J24, M12, M54, L83 ZDROJE [1] Armstrong, M.(2007), Riadenie ľudských zdrojov, Najnovšie trendy a postupy. Praha : Grada Pubishing, 2007, ISBN [2] Borovský, J. a kol. (2008), Cestovný ruch trendy a perspektivy. Bratislava : Iura Edition, 2008, ISBN [3] Gučík, M. a kol. (2006), Výkladový slovník. Cestovný ruch, hotelierstvo a pohostinstvo. Bratislava : Mladé letá, 2006, ISBN [4] [5] Kontaktné údaje Ing. Adriana Grenčíková, PhD. Trenčianska univerzita A. Dubčeka v Trenčíne, Fakulta sociálno-ekonomických vzťahov Studentská 3, Trenčín, Slovenská republika

6 PhDr. Jana Španková, PhD. Trenčianska univerzita A. Dubčeka v Trenčíne, Fakulta sociálno-ekonomických vzťahov Studentská 3, Trenčín, Slovenská republika Analýza nabídky služeb hotelů ve městě Znojmě a jeho okolí Analysis of hotel services in Znojmo and its surrounding Jitka Krulová, Věra Plhoňová Abstrakt: Cestovní ruch se stává stále významnější součástí národního hospodářství a cestování patří neodmyslitelně do životního stylu moderního člověka. Služby hotelových zařízení představují významný aspekt cestovního ruchu, který může ovlivnit návštěvnost daného území. Znojemsko je navštěvováno turisty zejména pro bohatost a četnost kulturních a historických památek. V blízkosti historického města Znojma se nachází nejmenší národní park v České republice, Národní park Podyjí. Ten nabízí příjemné prostředí zejména pro pěší turistiku a cykloturistiku. Město Znojmo disponuje pestrou a bohatou nabídkou ubytovacích zařízení jak pro krátkodobé tak dlouhodobé pobyty. K tomuto účelu lze využít ubytovací zařízení, která nabízejí poměrně slušný standard služeb, jejichž nabídka je předmětem výzkumu. Klíčová slova: Hotel, ubytování, turistika, nabídka, služby, standard Abstract: Tourism is becoming an increasingly important part of the national economy and travelling ranks inextricably into the lifestyle of contemporary man. Services of hotel facilities comprise a major aspect of tourism, which can affect the attendance area. Znojmo region is regularly visited by tourists especially for the richness and abundance of cultural and historical monuments. Near the historic town of Znojmo there is the smallest national park in the Czech Republic national park, National park Podyjí. It offers a pleasant environment, especially suitable for hiking and cycling. Znojmo has a wide and rich range of accommodation for both short and long stays. For this purpose you can use accommodation facilities that offer a fairly decent standard of service, which offer is under investigation. Key words: Hotel, accommodation, tourism, offer, services, standard JEL classification: L15, L83, M31, P42, ZDROJE [1] BERÁNEK, J.; KOTEK, P.. Řízení hotelového provozu. 4., přepracované vydání. Praha: Grada, s. ISBN [2] GAVLASOVÁ, I. et al. Průmysl cestovního ruchu. 1. vyd. Praha: Ministerstvo pro místní rozvoj ČR, s. ISBN

7 [3] HORNER, S.; SWARBROOK, J. Cestovní ruch, ubytování a stravování, využití volného času: Aplikovaný marketing služeb. 1. vyd. Praha : Grada Publishing, s.s., s. ISBN [4] INDROVÁ, J. Cestovní ruch. 1. vyd. Praha. Nakladatelství Oeconomica, s. ISBN [5] RYGLOVÁ, K. Cestovní ruch: Soubor studijních materiálů. 3. rozšířené. Ostrava: KEY Publishing s.r.o., s. ISBN [6] VEBER, J., SRPOVÁ, J. Podnikání malé a střední firmy. 2., aktualizované a rozšířené vydání. Praha: Grada Publishing, a.s., s. ISBN [7] Šance pro ekonomicky slabší regiony. Lobby: List za liberální bezbariérový byznys. Duben 2010, roč. 12, 04/2010, s. 19. ISSN [8] [online] [cit ]. Metodika klasifikace. Dostupné z WWW: <http://www.hotelstars.cz/metodika-klasifikace/>. [9] Národní park Podyjí [online]. Znojmo: 2007 [cit ]. Národní park Podyjí. Dostupné z WWW: <http://www.nppodyji.cz/>. [10] Wikipedie : Otevřená encyklopedie [online]. 2010, [cit ]. Znojmo. Dostupné z WWW: <http://cs.wikipedia.org/wiki/znojmo>. [11] Telebuero [online] [cit ]. Retz. Dostupné z WWW: <http://www.telebuero.at/retz/>. Kontaktní údaje Ing. Jitka Krulová SVŠE Znojmo Loucká 656/21, Znojmo Ing. Věra Plhoňová, Ph.D. SVŠE Znojmo Loucká 656/21, Znojmo Systémová kríza cestovného ruchu v Českej republike a na Slovensku jako následok nedostatočnej konkurencieschopnosti System crisis of tourism in the Czech Republic and Slovakia as the consequence of unsufficient competitveness Andrej Malachovský Abstrakt: V cestovnom ruchu v Českej republike a na Slovensku sa nedostatočne využíva potenciál pre jeho rozvoj. Ekonomické dôsledky sú predovšetkým vysoká nezamestnanosť, neprimerané medziregionálne rozdiely a nedostatočný rozvoj podnikateľských aktivít. Vývoj do roku 2008 bol predovšetkým výsledkom konjunktúry, nie systémových opatrení. Počas krízy od roku

8 2009 došlo k výraznému poklesu počtu hostí, prenocovaní, salda cestovného ruchu a iných ukazovateľov. Miera poklesu bola neprimerane vysoká v porovnaní so susednými štátmi. Z tohto dôvodu označujeme súčasný stav v cestovnom ruchu ako systémovú krízu. Jej príčiny nie sú spojené s vývojom hospodárstva, ale s nesystémovým prístupom k rozvoju cestovného ruchu. Riešenia tejto krízy sú v zavedení systémových opatrení na podporu rozvoja cestovného ruchu, ktoré vychádzajú z osvedčených modelov z teórie i praxe cestovného ruchu v štátoch s rozvinutým cestovným ruchom. Dôsledky krízy sa v Českej republike prejavujú v porovnaní so Slovenskom miernejšie. Celkový stav cestovného ruchu však rovnako charakterizujeme ako systémovú krízu. Príčinou je nevyužívanie potenciálu cestovného ruchu, nerovnomerný vývoj niektorých ukazovateľov a vysoké medziregionálne rozdiely. Klíčová slova: systémová kríza, cestovný ruch, počet prenocovaní, ubytovacie kapacity, systém cestovného ruchu Abstract: The potential of tourism industry development in Slovakia is underused. The economic consequences such as unemployment, inadequate inter-regional disparities and lack of development of business activities are particularly high. The development from 2008 emerged as a result of boom not a systemic action. During the crisis in 2009, there was a significant decrease in the number of guests, overnights, balance of tourism and other indicators. The rate of decline was disproportionately high comparing to several neighbouring European countries. That is a reason why the current situation is called a systemic crisis. Its causes are not associated with the development of the economy but with a non- systemic approach to the development of tourism. Solutions of these problems consist of systemic measures for tourism development support, based on the successful models of theory and praxis of countries with developed tourism. The consequences of the crisis in the Czech Republic show in comparison with Slovak faded. The overall state of tourism but also characterized as a systemic crisis. The cause of the resting potential of tourism, uneven development of certain indicators and high inter-regional disparities Key words: systemic crisis, tourism, number of overnights, accomodation facilities, tourism system JEL classification: D47, L22, L26, L 83 ZDROJE [1] GÚČIK, M. (2011), Cestovný ruch. Politika a ekonómia. Knižnica cestovného ruchu vyd. Slovak-Swiss Tourism, Banská Bystrica, 188 s. ISBN [2] KASPAR, C. (1995) Základy cestovného ruchu. Knižnica cestovného ruchu vyd. Slowak Swiss Tourism, Banská Bystrica, 125 s. ISBN

9 [3] MALACHOVSKÝ, A. (2005), Systémová teória a strategický manažment ako východisko tvorby stratégií hotela, Ekonomická revue cestovného ruchu, Roč. 38, č. 4, s [4] MARÁKOVÁ, V (2005), Finančné a nefinančné nástroje podpory podnikania v cestovnom ruchu. 1 vyd. Ekonomická fakulta UMB, Banska Bystrica, 158 s. [5] MARÁKOVÁ, V. (2010), Stosowanie narzedzi komunikacji marketingowej w hotelach w Slowacji, In: Przedsiebiorstwo uslugove wobec wyzwan XXI wieku, Unikat 2, Katovice, 2010, s [6] PAPULA, J. et al.,(1993) Strategický manažment. 1. vyd. Edičné centrum ES EU, Bratislava, 189 s. [7] POMPUROVÁ, K. (2009) Teoreticko-metodologické aspekty skúmania atraktívnosti cieľového miesta, Ekonomická revue cestovného ruchu, Roč. 43, č. 2, s [8] POMPUROVÁ, K. (2010) Zmeny v štruktúre a výkonoch ubytovacích zariadení na Slovensku v rokoch 2000 až 2009, Ekonomická revue cestovného ruchu, Roč. 44, č. 3, s [9] POMPUROVÁ, K. (2011) Teoretické prístupy ku skúmaniu cieľového miesta cestovného ruchu, Ekonomická revue cestovného ruchu, Roč. 45, 2011, č. 3, s [10] PORTER, M., (1980) Competitive Strategy, Free Press, New York, 450 s. [11] Štatistika cestovného ruchu. [online] [cit ]. Dostupné na internete: <http://mindop.sk> [12] Tourismus in Zahlen, [online] [cit ]. Dostupné na internete: <http://wko.at> Kontaktné údaje Doc. Ing. Andrej Malachovský, PhD. Katedra cestovného ruchu a spoločného stravovania, Ekonomická fakulta Univerzity Mateja Bela, Tajovského 10, Banská Bystrica, Slovenská republika Požiadavky obyvateľov Slovenskej a Českej republiky na cieľovú krajinu cestovného ruchu Requirements of the inhabitants of Slovak and Czech Republic on target tourism destination Kristína Pompurová Abstrakt: Cieľom príspevku je preskúmať a porovnať požiadavky obyvateľov SR a ČR na cieľovú krajinu cestovného ruchu a formulovať závery. Pri skúmaní požiadaviek obyvateľov SR a ČR vychádzame z primárnych zdrojov údajov získaných opytovaním prostredníctvom dotazníka. Oslovili sme 428 obyvateľov Slovenska a 232 obyvateľov Českej republiky. Vytriedením dotazníkov sme získali reprezentatívny súbor z hľadiska veku a pohlavia. Respondenti na likertovej škále vyjadrili svoje požiadavky na cieľovú krajinu cestovného ruchu a uviedli,

10 ktoré európske krajiny sú podľa nich v cestovnom ruchu najatraktívnejšie. Získane údaje sme spracovali s využitím programov Excel a SPSS. Príspevok poukazuje na to, že napriek geografickej, historickej a jazykovej blízkosti sú požiadavky obyvateľov SR a ČR na cieľ ich cestovania a pobytu rozdielne. Náročnejšími návštevníkmi v cestovnom ruchu sú pritom obyvatelia Slovenska. Kým obyvatelia SR majú najväčšie požiadavky na primárnu ponuku cieľovej krajiny, obyvatelia ČR kladú najväčšie nároky na polohu cestovného cieľa. Za najatraktívnejšie európske štáty považujú obidve skupiny respondentov stredomorské krajiny. Kľúčové slová: požiadavky návštevníkov, cieľová krajina cestovného ruchu, obyvatelia Slovenska, obyvatelia Českej republiky Abstract: The paper deals with the evaluation and comparison of Slovak and Czech Republic residents requirements on the tourist destination. The analysis is based on primary resources of data collected by a questionnaire from 428 Slovak and 232 Czech respondents. We obtained a representative sample in terms of their age and sex. Respondents expressed their requirements on the tourist destination on Likert scale and identified the most attractive European countries. The data were processed using Excel and SPSS programs. Paper points out that despite the geographical, historical and linguistic proximity of Slovak and Czech residents, their requirements on tourist destination stay different. Results show that Slovak residents are more exigent than their neighbours. Both groups of respondents considered the Mediterranean countries the most attractive in tourism. Key words: visitor requirements, a tourist destination, the Slovak population, the inhabitants of the Czech Republic JEL classification: L 83, M31, R22, POUŽITÉ ZDROJE [1] Gúčik, M. (2010), Cestovný ruch. Úvod do štúdia. Knižnica cestovného ruchu 15. Banská Bystrica: Slovak-Swiss Tourism, ISBN [2] Malachovský, M. (2012), Systémová kríza v cestovnom ruchu na Slovensku. Folia Turistica 2. Zborník vedeckých prác. Banská Bystrica: UMB Ekonomická fakulta, ISBN , s [3] Šmardová, Ľ. (2009), Zmeny v spotrebiteľskom správaní návštevníkov v cestovnom ruchu v čase hospodárskej krízy, Ekonomická revue cestovného ruchu, Roč. 42, 2009, č. 3-4, s ISSN Grantová podpora Príspevok je súčasťou riešenia projektu UGA I Predpoklady zlepšenia podmienok podnikania v cestovnom ruchu v SR, ktorý sa rieši na Ekonomickej fakulte Univerzity Mateja Bela v Banskej Bystrici. Kontaktné údaje Ing. Kristína, Pompurová, PhD. Katedra cestovného ruchu a spoločného stravovania Ekonomická fakulta Univerzity Mateja Bela Tajovského 10

11 Banská Bystrica Slovensko Bariéry podnikania z pohľadu subjektov poskytujúcich ubytovacie a stravovacie služby v Slovenskej republike Barriers of entrepreneurship from the point of view of subjects offering catering and accommodation service in the Slovak Republic Ľudmila Šmardová Abstrakt: príspevok sa zameriava na hodnotenie podnikateľského prostredia v ubytovacích a stravovacích službách. Cieľom príspevku je identifikovať hlavné bariéry podnikania v ubytovacích a stravovacích službách v SR z pohľadu podnikateľských subjektov. Predmetom skúmania sú bariéry vonkajšieho prostredia, subjektom skúmania sú podniky poskytujúce ubytovacie a stravovacie služby. Na základe analýzy sekundárnych údajov (prevažne štatistických) hodnotí vývoj podnikania v ubytovacích a stravovacích službách a vybrané ukazovatele rozvoja cestovného ruchu v SR od roku 2007 do roku Na základe analýzy primárnych údajov identifikuje hlavné prekážky podnikania vnímané skúmanými subjektmi. Klúčové slová: podmienky podnikania, ubytovacie a stravovacie služby, bariéry, konkurencieschopnosť, Abstract: The article is dedicated to the business environment in catering and hospitality services in Slovakia. The main aim is to identify the main burdens of doing business in catering and hospitality perceived by business entities in Slovakia. Its objectives are burdens of doing business and research subjects are business entities providing hospitality services. The secondary data analysis (mostly statistical) evaluates the development of selected business environment and tourism indicators in Slovakia since 2007 till Identification of business environment indicators perceived by the hospitality businesses to be the main burdens of their doing business is based on primary data analysis. Key words: entrepreneurship conditions, catering and accommodation services, barriers, competitiveness JEL classification: L 21, L22, L26, L 83,

12 ZDROJE [1] BOČINCOVÁ, G The Impact of the Global Crisis on the field of HR. In Globalisation Dimensions & Impacts, International Journal of Politics & Economics. London, 2011, s ISBN [2] ELEXA, Ľ., The changes of business environment in context of innovative strategy in Slovakia. In Studia universitatis "Vasile Goldis" Arad : seria Stiinte Economice. Partea a II-a. Arad : Universitatea De Vest "Vasile Goldis" din Arad, Vol. 19, 2009, pp [3] ELEXA, Ľ et KRAFSKÁ, V Vplyv hospodárskej krízy na malé a stredné podniky. In Contemporary Challenges in Management II. Proceedings from international scientific conference, Banská Bystrica : Ekonomická fakulta UMB, ISBN [4] KUČEROVÁ, J.et MAKOVNÍK, T, Regional Tourism Policy in Slovakia. In E+M Ekonomie a Management, Liberec : Technická univerzita v Liberci, 2009, s ISSN [5] KUČEROVÁ, J et ŠMARDOVÁ, Ľ Vplyv zníženia dane z pridanej hodnoty na dopyt v cestovnom ruchu. In Ekonomika a spoločnosť, Banská Bystrica : Ekonomická fakulta UMB, 2010,Vol. 11, no. 2, s ISSN [6] POMPUROVÁ, K., Teoreticko-metodologické aspekty skúmania atraktívnosti cieľového miesta. In Ekonomická revue cestovného ruchu., Banská Bystrica : Ekonomická fakulta UMB, roč. 42, 2009, č. 2, s ISSN [7] RAŠI, Š Re-engineering and human resources development in a destination. In Economic theory and practice today and tomorrow II. Proceedings of Abstracts from the international Scientific Conference. Banská Bystrica : Faculty of Economics Matej Bel University, 2007, s ISBN [8] ŠMARDOVÁ, Ľ Kvalita podnikateľského prostredia na Slovensku ako predpoklad rozvoja inovácií v cestovnom ruchu. In Folia Turistica 2 Zborník vedeckých prác. Banská Bystrica : Ekonomická fakulta UMB, 2012, s ISBN [9] Štatistický úrad Slovenskej republiky [online]. Dostupné na internete: [cit ]. [10] World Economic Forum, The Travel and Tourism Competitiveness Report , Beyond the Downturn. Geneva : World Economic Forum, [online]. Dostupné na internete: [cit ]. Kontaktné údaje: Ing. Ľudmila Šmardová, PhD. Instituce: Ekonomická fakulta Univerzity Mateja Bela Poštovní adresa: Tajovského 10, Banská Bystrica ová adresa:

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