The aim of the chapter “Motivation for the journey as a determining condition for successful marketing communication of tourism enterprises and institutions” was the identification of attractiveness which visitors consider as interesting for them and also the identification of the offered factor which seem to be essential to the positive experience of time spent in the South Bohemian Region. The main reason for creating this chapter was the fact that tourism is in the surveyed area is one of the important components of the income of many businesses, towns or municipalities. Hence, the basis for success in tourism is to create a comprehensive offering and its effective marketing communication carried out by businesses and other institutions which are active in tourism.