FN ISI Export Format VR 1.0 PT J TI Development of a Strategy Concept for the Mountain Hotel Lesní Bouda AF Cerna, Dana AU Cerna, D AB Lesní Bouda is a mountain hotel located in the Giant Mountains National Park in the Czech Republic. Its managers are not satisfied with the hotel´s economic performance even if they spend seven days a week there. The purpose of this master thesis is to find the best suitable solution that can move the hotel forward and improve its situation on the market. The aim of this study is to recommend which steps should be taken to further the hotel´s development. The primary research consisted of nine semi-structured expert interviews, 151 face-to-face potential guest surveys and 381 on-line current guest surveys. Based on the research, four best suitable strategic alternatives with their business plans were developed in order to suggest the best recommendation with specific steps to the hotel managers. ER