Cílem diplomové práce bylo posoudit vliv a ekonomickou výhodnost úzké spolupráce hotelu Akademie Hrubá Voda s outdoorovou firmou nejen pro účely pořádání firemních programů. Zanalyzovány byly interní statistiky hotelu, primární data poskytly rozhovory s ředitelem hotelu a majitelem outdoorové organizace. Na základě ankety, které se zúčastnilo 158 firem, byly definovány priority v otázkách pořádání firemních programů. Ze stejné ankety byla hodnocena názorová orientace skupiny 35 firem, které již hotel navštívily, na celkový dojem tohoto hotelu.The aim of the thesis was to asses the influence and the economic advantageousness of the close cooperation between the Hotel Akademie Hrubá Voda and a company providing outdoor activities, whereas this cooperation does not concern only the purposes of organizing company programs. Internal statistics of the hotel were analysed, and interviews with the hotel director and the owner of the outdoor company provided primary data. Precedencies regarding the question of company program organization were defined on the basis of an inquiry attended by 158 companies. The same inquiry was used to evaluate the opinions of a group of 35 companies that have already visited the hotel as well as the overall impression of the hotel.