doc. Ing. Monika Palatková, Ph.D.
Monika Ploch Palatková has been moving for a long time between the educational and academic spheres and practice with an orientation towards marketing management in an international environment. The basis of her professional career was master's and doctoral studies at the Faculty of International Relations of the University of Economics in Prague (2002) and a successful habilitation procedure at the Faculty of Business and Economics of the Mendel University in Brno (2013). As part of her doctoral studies, she completed a one-year stay in her field at the Universität St. Gallen in Switzerland.
In the years 2015 – 2019, she held the position of General Director of the Czech Tourism Office – CzechTourism, a subsidized organization of the Ministry for Regional Development. She started her professional career as a manager for arrival and domestic tourism at the travel agency Fischer. As part of her expert work, she also dealt with the elaboration of strategies and conceptual documents at CzechIt – Institute for Strategic Studies on Tourism o. p. s., where, among other things, she led the elaboration of the medium-term marketing strategy of the Czech Republic until 2014: Rebranding and marketing support for inbound tourism or participated as a member team for the preparation of an expert report for the National Institute of Monuments: Evaluation of the impact of the restructuring of the NPÚ on the competence and functionality of monuments in the field of tourism. She took part in the activities of the working group for the preparation of the proposal of the substantive plan of the act on the support and management of tourism and carried out consulting and expert work in the framework of the preparation of the Concept of the State Tourism Policy of the Czech Republic for the period 2014 - 2020. Until 2014, she worked at the University of Business in Prague , where she managed the Department of Tourism Economics and guaranteed a number of key professional subjects in the bachelor's field of study "Tourism" and the master's field "Tourism Management". At UCP, Monika Ploch Palatková is the director of the Institute of International Management and Marketing and guarantor of the bachelor's professionally oriented study program International Marketing and Management and International Management and Marketing.
In 2012, she won the Grada Publishing 2011 award, and in 2015, she received the title of Tourism Personality of the Czech Republic, awarded on the basis of a vote of the widest professional public. In 1998, she became the first Czech to become a member of the prestigious international organization AIEST (International Organization of Experts in the Field of Tourism). In addition to AIEST, she is also a member of the Czech Management Association, the Czech Marketing Society and the Society of Scientific Experts in Tourism SVECR.
Publications
PALATKOVÁ, M., PLOCH, J. Digitization as a Key Solution For Tourism And Air Transport Recovery, s. 186-199. 10th International Conference Current Trends in Spa, Hospitality and Tourism 2022. Institute of Hospitality Management and Economics, Praha, 2022. ISBN 978-80-87411-41-4.
PALATKOVÁ, M., PLOCH, J. Challenges for Measuring the Competitiveness of Tourism Destinations in the post-covid Period. In Roman Fiala. Proceedings of the 14th International Scientific Conference COMPETITION 2022. Jihlava: College of Polytechnics Jihlava, 2022. s. 139-150. ISBN 978-80-87411-41-4.
PALATKOVÁ, M., PLOCH, J. Challenges for training and education in tourism and air transport in the period of post-pandemic recovery. In Ing. Ivica Linderová, PhD. Peer-reviewed Conference Proceedings of the International Conference Topical Issues Of Tourism - CRISIS SOLUTIONS FOR TOURISM 2022. Jihlava: College of Polytechnics Jihlava, 2022. s. 260-273. ISBN 978-80-88064-57-2.
PLOCH, J., PALATKOVÁ, M. Strategic Management and Crises Management as the Main Pillars of Recovery in the International Tourism and Civil Aviation Transport. Croatian Regional Development Journal, 2022, 3.1: 24-46.
PALATKOVÁ, M., PLOCH, J. Methods of Covid-19 Crises Management in the International Tourism and Civil Aviation Transport. Proceedings of the ENTRENOVA ENTerprises REsearch InNOVAtion Conference, Vol. 7, No. 1, Edited by: Klopotan, I. et al., ISSN 1849-7950, 2021.
PLOCH, J., PALATKOVÁ, M., ŘEHOŘ, V. Air Transport and Tourism Indicators: Their informatik option. New Trends in Civil Aviation. In Socha, V. a kol. New Trends in Civil Aviation. London: Taylor & Francis Group, London, 2018. s. 101-106, 7 s. ISBN 978-0-8153-7602-6. doi:10.1201/9781351238649.PALATKOVÁ, M. The Czech Marketing Strategy for Domestic Tourism – The Application of the Strategy Map and BSC Model. In: Tourism and Leisure - Current Issues and Perspectives of Development. Editors: Pechlaner, Harald, Smeral, Egon (Eds.). 2015, Springer Fachmedien Wiesbaden. ISBN 978-3-658-06660-4.
PALATKOVÁ, M. Mezinárodní cestovní ruch - analýza pozice turismu ve světové ekonomice, změny mezinárodního turismu v důsledku globálních změn, evropská integrace a mezinárodní turismus. 2., aktualizované a rozšířené vydání. Praha: Grada Publishing, 2014. 256 s. ISBN 978-80-247-4862-7.
PALATKOVÁ, M., ZICHOVÁ, J. Ekonomika turismu – Turismus České republiky, 2., aktualizované a rozšířené vydání. Praha: Grada Publishing, 2014, 264 stran. ISBN 978-80-247-3643-3.
PALATKOVÁ, M. a kol. Management cestovních kanceláří a agentur. Praha: Grada Publishing, 2013, 224 stran. ISBN 978-80-247-3751-5.
PALATKOVÁ, M. Marketingový management destinací. Praha: Grada Publishing. 2011, 207 stran. ISBN 978-80-247-3749-2.
