This Master thesis focuses on trends in utilization of castles and chateaus accessible to public within tourism and further applies the acquired knowledge to the Hrádek u Nechanic chateau. In order to reach the objective, a combination of primary and secondary research has been employed. The first part of the thesis (chapters 1--3) deals with general trends in tourism, cultural tourism, utilization of castles and chateaus in general and, in particular, it identifies the main qualitative and quantitative trends based on interviewing professionals in the field. The second part (chapters 3--6) pays attention to the Hrádek u Nechanic chateau, its marketing mix, an evaluation and comparison of surveys (which took place here in 2004, 2009, 2010 and 2011) and features recommendations for the further presentation and development of the chateau. Currently, it faces -- among other challenges -- a decrease in attendance, decrease in the growth dynamics of sales, increased competition of other attractiveness, questioning the traditional cultural-educative role of monuments or demands for applying customer oriented marketing. The answer to the development is innovation of the existing products and introduction of new ones, improvement of supplementary service and broader involvement in life of the region.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136291 |
| Date | January 2011 |
| Creators | Dobřenská, Lucie |
| Contributors | Netková, Jarmila, Svoboda, Milan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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