This study describes a variety of approaches to communication by museums involved in cultural heritage exchange. It focuses on the High Tatras region, which is the most important centre of tourism in Slovakia. It also looks at the specifics of how tourism developed in the region. The data was collected over a multi-year series of ethnological field research trips, and primarily conducted by means of structured interviews, oral histories and participatory observation. The paper concentrates on shifts in the area of museum communication, from the classical interpretative approach towards exhibitions that present their subject matter in a more flexible way, with a focus on emotional experience.The article aims to use some chosen case studies of small, independent museums and galleries from the town of Vysoké Tatry, in the High Tatras, to highlight the importance of sustainability, especially in terms of the growth of tourism.

The paper focuses on the issue of cultural heritage and tourism in the area of the High Tatras that are located in the Spiš region – one of the most significant historical and cultural centres of Slovakia. The study points out the aspects of presenting to the visitors the traditional cultural values of this region that are in socio-cultural and economic contexts. Moreover, we monitor the adequate forms of interpretation of those values in the present conditions of tourism. We aim at the usage of socio-cultural capital of the city in the perspective of sustainable development in the European area. The contribution copes with the long term ethnological field research, which is, predominantly, the basis for the synthesis of the results, and that is completed with the bibliography sources. The main intention of the origin of villages in the Tatra region (spas and tourism), ethnic and social reference of their founders are the essential factors for our conclusions. Those factors have conditioned and influenced many cultural specificities of the inhabitants concerning their identity and cultural roots. This phenomenon is the important determinant of the values of cultural heritage exchange, mainly towards the external visitors of the High Tatras.

According to the results from OECD countries, the position of the tourism sector in Slovakia has been unfavourable for a long time. Tourism in Slovakia is managed in a decentralized way, which is legally and financially supported in certain forms. Support is largely conditional on cooperation. Such an example is the support of the creation and activities of regional tourism organizations. In this paper, we will examine the economic significance and justification of cooperation among entities that are members of regional tourism organizations, by determining the relationship between the number of these organizations and the amount of revenue divided into four categories at the regional level. In this work we used multiple regression and correlation analysis. Based on their results, we identified the performance of companies according to the categories of achieved revenues. The results suggest that the most productive companies are companies with revenues ranging from 100000-500000 Euros per year. The paper also offers a framework of questions for further research related to sector governance, as well as an awareness of the importance and significance of cooperation.

REGIONAL DISPARITIES OF EDUCATIONAL STRUCTURE OF EMPLOYEES AND THEIR IMPACTS ON REGIONAL LABOUR MARKETS IN THE CZECH REPUBLIC 344RNDr. Jana KOUŘILOVÁ, Ph.D. THE EFFECTIVENESS OF MIGRATION POLICIES FOR SKILLED FOREIGNERS: A CASE OF THE CZECH REPUBLIC AND GERMANY 353Ing. Renata FISCAL EFFICIENCY AND STABILITY OF OWN REVENUES IN URBAN LOCAL SELF-GOVERNMENTS' BUDGETS BEFORE, DURING AND AFTER CRISIS -EXAMPLE FROM LOWER SILESIAN VOIVODESHIP MORAVIAN-SILESIAN REGION IN TERMS OF MACROECONOMIC INDICATORS 72 doc. Mgr. Ing. Michal TVRDOŇ, Ph.D. A COMPARISON OF THE CONCENTRATION OF PRODUCTION CZECH AND SLOVAK REPUBLIC AFTER JOINING THE EUROPEAN UNION 81Ing. Petra APPLOVÁ SELECTED ASPECTS OF THE RELATIONSHIP OF SUPPLY AND DEMAND IN LOCATION ANALYSES 89Ing. Tereza BENÍŠKOVÁ; Ing. Jaroslav URMINSKÝ CZECH-POLISH BORDER REGIONS IN TERMS OF THE SECTORAL CLASSIFICATION OF ENTERPRISES 96Ing. Karin GAJDOVÁ; doc. Ing. Pavel TULEJA, Ph EDUCATION AND INDIVIDUAL CAPITAL AS ONE OF THE ELEMENT OF HUMAN CAPITAL 337PhDr. Dana HÜBELOVÁ, Ph.D. REGIONAL DISPARITIES OF EDUCATIONAL STRUCTURE OF EMPLOYEES AND THEIR IMPACTS ON REGIONAL LABOUR MARKETS IN THE CZECH REPUBLIC 344RNDr. Jana KOUŘILOVÁ, Ph.D. THE EFFECTIVENESS OF MIGRATION POLICIES FOR SKILLED FOREIGNERS: A CASE OF THE CZECH REPUBLIC AND GERMANY 353 FISCAL EFFICIENCY AND STABILITY OF OWN REVENUES IN URBAN LOCAL SELF-GOVERNMENTS' BUDGETS BEFORE, DURING AND AFTER CRISIS -EXAMPLE FROM LOWER SILESIAN VOIVODESHIP 440Jarosław OLEJNICZAK, Ph.D. EVALUATION OF THE ECONOMIC POTENTIAL OF MUNICIPALITIES SELECTED DESTINATIONS FOR HEALTH AND WELLNESS TOURISM IN EUROPE 706 Ing. Patrik KAJZAR, Ph.D. NEW TRENDS IN MARKETING COMMUNICATION AND THEIR USE IN TOURISM ENTERPRISES IN SLOVAKIA AS A FACTOR OF REGIONAL DEVELOPMENT 713Ing. Radka MARČEKOVÁ, Ph.D.; doc. Ing Hustopeče 17.-19. 6. 2015 18 ÚVOD Vážení regionalisté, právě otevíráte sborník příspěvků z každoročně konaného setkání výzkumníků, akademiků, praktiků, úředníků a dalších odborníků zabývajících se tématy, jejichž společným jmenovatelem je regionální problematika. Jednotlivé texty autorů z Česka, Slovenska a Polska reprezentují širokou paletu přístupů ke zkoumání procesů a jevů v území a nabízejí rozličné metodické přístupy k jejich analýze a způsobu řešení. Jelikož se jedná o sborník předkonferenční, nelze na tomto místě zprostředkovat bezprostřední emoce, které prezentace příspěvků a následná diskuze přinesly. To však jistě není potřebné, neboť si při studiu kvalitních odborných textů jistě utvoříte vlastní názor. Je pravděpodobné, že mnohé myšlenky poslouží jako inspirace k dalšímu výzkumu, k případné spolupráci, či formulaci odlišných závěrů, návrhů či doporučení. Jsme samozřejmě velmi rádi, že obliba našeho kolokvia neklesá a že si mnozí z jejich účastníků červnový termín již rutinně rezervují. Je to důkazem toho, že se nám daří vytvářet významný prostor pro vysoce kvalifikovanou diskuzi, která je všeobecně obohacující a přínosná. Popřejme si tedy navzájem spoustu dalších plodných počinů, zajímavých projektů a chuti prezentovat své ...

The study is based on the APVV project that focused on the socio-cultural capital of successful Slovak municipalities, bearers of the “Village of the Year” title, which can serve as a source of inspiration for other municipalities in improving the quality of life in the countryside. The aim of this study is to highlight the possibilities for the development of local communities in the context of geographical and economic determining factors and to observe the use of the socio-cultural capital as a source of sustainable growth also in the context of cultural and local identity. The study analyses two concrete examples aimed to increase the attractiveness of the sites through the presentation of their socio-cultural potential. The first case covers the municipality of Hrušov and its participation in the Hont Eco-Museum project, implemented within the wider micro-region. In the second case, we explore the municipality of Spišský Hrhov and its analogical example – the museum of music MuzikMuzeum. The study was based mainly on the results of the pilot research and subsequent ethno logical field research in both municipalities, conducted predominantly by means of direct interviews with the locals, newcomers as well as leaders of the municipalities in 2018. The synthesis of the conclusions is based on a comparison of some determining factors of the development of both sites (the proximity and accessibility of urban centres, economic or confessional aspects in relation to the local community).