PT  - JOURNAL ARTICLE
AU  - Vajčnerová, Ida
AU  - Ryglová, Kateřina
TI  - The change in the strategy of relationships within the branch of tourism
DP  - 2014 Nov 12
TA  - Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
PG  - 223--230
VI  - 56
IP  - 3
AID - 10.11118/actaun200856030223
IS  - 12118516
AB  - The paper deals with the current situation on the tourism market in the Czech Republic that focuses mainly on the area of the relationships among the mediators of services. It specifies key problems in the legislation area influencing the protection of a consumer - a travel agency's client, and proposes a suggestion for a possible solution by creating a strategic partnership among travel agencies. The theory of a coordinated change in a company is methodologically used in the paper, and it is applied on the change of relationships inside the whole branch. The specific plan for coordinated change of relationships among the mediators of tourism services, as well as the creation of a model for a strategical alliance of travel agencies in order to increase consumers' protection and transparency of tourism market are also parts of the paper.The crucial goal of the strategic change is gaining competitive advantages for partner subjects in the form of the offer of a differentiated product that will be supplemented with guarantee and information services. The membership in strategic partnership is a form of utilizing signalling behaviour which subjects on the market identify themselves with.A strategic alliance represents a possible form of strategic partnership for coordinated change within the branch; a medium intensity of binding interconnection between individual subjects is typical for it. The label of such strategic alliance will serve as a guarantee of quality as well as extended services for consumers.