Publication details

Historické památky ve venkovských oblastech - výzvy pro další rozvoj destinace

Title in English Historical monuments in the rural areas - challenges for further destination development


Year of publication 2019
Type Article in Proceedings
Conference 14. mezinárodní konference Aktuální problémy cestovního ruchu. Sborník z mezinárodní konference.
MU Faculty or unit

Faculty of Economics and Administration

Keywords Countryside; Highlands; marketing strategy; sustainability; tourism
Description The submitted paper focuses on the use of historical monuments in rural areas. This issue is discussed in the context of sustainable development of rural destinations, as well as the response to new tourism demand trends. As a concrete example of good practice, the organization Balloon Chateau Ltd., which manages private chateau area in Radešín, is introduced. This example demonstrates one of the approaches to the valorisation of tourism potential for further destination development. The aim of this paper is to show how the financial goals of the private organization can be reconciled with the development of the region by appropriately combined activities. The paper background is based on relevant theoretical knowledge. Professional studies and internal documents are other sources of information for the case study. Moreover, the personal interviews were conducted. The method of participatory observation, as well as the method of analysis, synthesis, and comparison, were used. Finally, the benefits for the region and its development are evaluated in terms of creating customer-supplier relationships and cooperation with regional suppliers.
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