The ability to do business successfully and to stay on the market is a unique feature of each company ensured by highly engaged and high-quality employees. Therefore, innovative leaders able to manage, motivate, and encourage other employees can be a great competitive advantage of an enterprise. Knowledge of important personality factors regarding leadership, incentives and stimulus, systematic assessment, and subsequent motivation factors are parts of human capital and essential conditions for effective development of its potential. Familiarity with various ways to motivate leaders and their implementation in practice are important for improving the work performance and reaching business goals. Pearson’s chi-square test is used to test correlation between the motivation factors relating to career aspiration and education. Following the research results, the fact that there is dependence between the motivation factors relating to career aspiration and completed education can be stated. The motivation factors relating to career aspiration are important, even very important for highly educated employees and employees with upper secondary education. Following the research results, the fact that the requirements and expectations relating to career aspiration are more demanding when the education completed by employees is higher is confirmed.

Based on the OECD research from 2020, tourism is one of the biggest and fast-growing sectors of the world economy. Tourism plays a key role in job creation as well as in added value creation. In 2018, the revenue from tourism in Slovakia totaled EUR 2.7 billion, which is EUR 4.7% more than the year before, where the mentioned refers to 3% GDP and 27.6% of the services-related exports. The authors drew their attention to identifying some marketing communication tools’ impact on the castle museum attendance in Slovakia and analyzed the degree and dynamics of the communication structure implementation in the context of cultural heritage. In general, 5840 cultural tourists were interviewed during three restricted cycles: 2006–2009, 2011–2014, and 2016–2019; the interviewing was held through the questionnaires only during the summer seasons. The study herein shows that the quality perception of the carried out offline marketing communication activities and the visit intention itself have significant influence on the interest of customers in repeated visits to castle museums.

Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of a given museum’s marketing communication. Changes, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert deliberation towards determining which components of their marketing communication are significant for museum visitors. Moreover, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine effectively the individual components of marketing communication. The present research aims to find a correlation between the components of museum marketing communication, which is not being addressed in detail in the contemporary research. The aim of the research is therefore to determine the dependence amongst elements of the marketing communication of museums on questioning the visitors. The aim was achieved by implementing the modern audit approach and empirical research into marketing communication: the Paper Aided Personal Interview (PAPI) method with a Likert scale, a reliability check with Cronbach’s alpha, and dependency determination with Pearson’s correlation. All results were investigated through the use of a questionnaire on the international EU 27 sample of museum visitors. These conclusions allow museum management to build their marketing communication on the principles of Economy, Efficiency, and Effectiveness (the 3E principles).

Our paper aims at scrutinizing and evaluating the impacts of COVID-19 pandemic on international and domestic tourism in the Czech Republic. Our methodology includes the analysis of empirical and statistical data provided by the statistical agencies that stems from the systematic and holistic literature review. The empirical research includes analysis and comparison of time series of economic indicators. The paper evaluates two groups of statistical indicators. The first group consists of domestic and inbound tourism in the Czech Republic. The second area of research is the analysis of the hotel sector in the Prague region. The analysis of the hotel industry focuses on the development of the following internationally used economic indicators: average daily rate, occupancy, and revenue per available room. Our results reveal that there were significant effects of the coronavirus pandemic both on the inbound and the domestic tourism which brought about a plethora of social and economic implications such as the decrease in the average occupancy of hotel rooms or the revenues for the tourism and hospitality sector. As a result of the pandemic, the tourism structure in the Czech Republic has changed significantly with the institutions of tourism undegoing serious transformational and structural changes that might take lots of time to revert and to mitigate by the relevant tourism authorities, stakeholders, and policymakers.

Society is constantly developing and museums must respond to this. Museums’ main tasks include conservation of humanity’s history, which puts high demands on museum staff. The level of care for cultural heritage depends on the quality of staff at the given museums. Thus, HR management can be perceived as a soft museum discipline that can be supplemented with hard management approaches. From here, certain research questions arise, such as: What are the vital factors for HR management in museums, or how can personnel competencies development be continuously improved? The research aim is, therefore, to define for museums the vital factors for personnel competencies development with an emphasis on efficiency improvement. The defined task will be completed using a questionnaire together with a multipoint Likert scale. The research was conducted on a sample of n = 810 museums in EU 27. A personnel competencies model was constructed based on the statistical analysis and using stepwise regression, which points to the importance of auditing and controlling approaches in the management of museums. The outcomes point to a lower than expected impact of the number of employees and the quality of management on the personnel competencies development. The correlation analysis of the variables shows interesting relations that should be used for the development of performance in museums.