Add to ORKGThe thesis is divided into two main parts - theoretical and practical. The theoretical part distinguishes between classic spa and wellness industry, the importance and history of the spa. Furthermore, the theoretical part deals with marketing investigation as part of marketing research. The main part of thesis is practical part, which describes marketing research of consumer behavior in wellness services provided by spa facilities. Research includes the evaluation of customer survey, which was created for the purpose of this thesis, corresponding to the basic questions regarding consumer behavior. The conclusion summarizes the main findings and defines practical usage of trends.Diplomová práce je rozdělena do dvou základních celků -- teoret...