Program of profession development in a field of sport services in interaction with requirements of labour market". Content validity of the questionnaire was ensured by the examination of two experts. Meritorious questions in the questionnaire were focused on characteristics of sport organizations from organization type aspects and labour employment characteristics. The second part is concerned with employers' specific requirements for workers qualification, including knowledge and skills base of job applicants. The third phase deals with workers motivation including evaluation and remuneration of workers and non-financial motivators.Outcomes of the third phase of the research show, that the organizations at this labour market demand especially traditional professions like instructors, coaches, trainers, businessmen and sporting goods sellers. This trend is identical in the capital city Prague and in the other regions of the Czech Republic as well. Majority of demanding organizations are small organizations according to the number of employees (1 -50 employees). Majority of entrepreneurial subjects are focused on providing sport services and selling of sporting goods. In the areas outside the capital city Prague region, more business opportunities for physical entities are shown. Requirements for employees, who come from schools, include the level of theoretical knowledge, communication skills, adaptability, practical orientation in the field, performance and independency. Results of the research show, that the potential job candidate in the field of providing sport services has to be prepared for working during weekends, business trips and even to have a representative look.Same requirements are preferred in selling of sport goods. Organizations in sport field have significant interest in employing students as well as from disabled people. Traditional methods of taking people are interviews, references and recommendations, CVs and personal experiences during a test period help to select employees. Authorities use mainly financial benefits for the motivation of employees. Within non-financial motivators, the outcomes of the research showed a positive trend in possibility of further education of employees. 19 % of these organizations have a sophisticated education system and even 10 % of those organizations allow education in the selected field.

In the sport service environment, the level of customer satisfaction is monitored more and more thoroughly. The assumption is that a satisfied customer remains loyal for a longer period of time, buys more new products, talks favourably about the service provided, pays less attention to competing services, is less sensitive to price, and provides the company with new ideas for service improvement. Aim. The aim of this paper is to assess the level of customer satisfaction with golf resorts in the Liberec region. The survey evaluates the satisfaction of 78 customers at four golf courses in the Liberec region. Methods. Customer satisfaction was surveyed using a standardized questionnaire adjusted to Czech conditions and based on the SERQUAL model. This method identifies gaps between customer expectations and perceived quality of golf courses. It seeks to assess customer satisfaction with the golf course, the golf course amenities, the services offered, the golf course staff, the club staff, and the golf resort management. Results. Overall results showed that the customers were most satisfied with the services at Grabštejn Golf Course (total gap 0.02), while Malevil Golf Course and Ypsilon Golf Course had the same negative result (total gap −0.22) and the worst negative gap was at the Ještěd Golf Course (−1.24). The results show that there is room for managers to improve their services. In all cases the biggest gap appeared in the "Satisfaction with the course" dimension (except at Ypsilon GC), Ypsilon GC had the biggest problem in the "Satisfaction with staff" dimension (−0.72). Also the customers at the Malevil GC claim that they are dissatisfied with the golf resort management (−0.74). Conclusion. There is room for improvement at all golf courses that took part in this research. Customers are mostly dissatisfied and they evaluated the service provided as low quality in most of the dimensions. Generally the worst area is the golf course and staff. At the Ještěd GC, the results show that the management of the golf course is at a low level.

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This research determines what effect if any the use of sports celebrities in companies' marketing communications has on the purchasing preferences of Generation Y. The survey is based on the original American version from authors Bush, Martin, Bush (2004). The questionnaire-based survey involves 416 respondents who study at Prague secondary schools and universities. Group discussions with four groups comprising a total of 41 respondents are also used. The results of the research show that the use of sports celebrities in marketing communication for generation Y does not have a proven effect on positive word of mouth or on switching and complaint behavior. This communication tool may have an indirect positive effect in the form of an increase in the brand/product awareness, attractiveness of a communication message and thereby increased options and tendency to try a product and a first purchase, even despite higher prices than the competition.

The research examines the influence of long-term sponsorship on congruence (perceived consensus) of personal characteristics between Škoda Auto and sponsored international sport events such as the Ice Hockey World Championship and Tour de France. To identify personalities of these three subjects' brands we used a standardised personality scale created by Geuens, Weijters and De Wulf in 2009, which was developed to measure brands of various product categories. To measure personality congruence we used the absolute differentiation method (Gwinner & Eaton, 1999). Data were collected via online questionnaires in January and February 2015. The research file formed a quote sample of 250 Prague respondents. Personal characteristics were evaluated via a seven-point Likert's scale expressing a degree of agreement or disagreement. The results show that the Škoda Auto brand is mostly characterized by the Responsibility dimension, whereas the brands of international sport events such as the Ice Hockey World Championship and Tour de France are mostly characterized by the Activity dimension. Respondents marked Aggresivity and Emotionality as undescriptive dimensions of Škoda Auto, and Simplicity and Emotionality as undescriptive dimensions of international sport events.