Zhodnocení potenciálu kulturního cestovního ruchu ve Zlínském kraji

The aim of this bachelor's thesis is to evaluate the potential of selected cultural monuments, activities and institutions for the development of tourism in the Zlín region. The theoretical part focuses on cultural tourism, as well as the culture itself and its impact on tourism and regional development. There is also briefly described marketing of destinations and cultural tourism in the Czech Republic. The practical part deals with cultural tourism in the Zlin region, divides it into smaller territorial units, which are then further broken down, examined and analyzed. For each area to assess the development potential of selected few notable sights, activities or institutions for the area. To evaluate the potential are used methods such as analysis of statistical data, comparison, synthesis and description of the knowledge obtained. The analysis is performed on the basis of available statistical data of Ctech Statistical Office, Regional office, Czechtourism office and other data or information of the Zlín Region. The potential of cultural subjects was evaluated on the basis of selected indicators - attendance and marketing methods used. It was found which cultural organizations have the greatest potential to be internationally important and which should instead work on their development.