Preference seniorů ve vztahu k interpretaci kulturního dědictví

The ‘Seniors' preferences in relation to the interpretation of cultural heritage’ bachelor's thesis aims to analyse consumer behaviour of seniors when choosing the form of interpretation. Seniors, as an increasing fraction of the population, have been experiencing a continuous growth of their pensions and in the relation to that, their standard of living has risen as well. These changes have allowed them to become an important segment of tourism. The seniors' needs and demands are completely different from the rest of the population. A thorough research and a correct analysis are unconditional to enhance the satisfaction the seniors gain from visiting the cultural heritage site. The theoretical part of this thesis is divided into 2 chapters: the first one defines the senior tourism in general, whereas the second chapter describes the interpretation of cultural heritage as well as the methods of the interpretation and the typical needs of senior tourists. The practical part, based on the survey research among active senior tourists, describes the seniors' preferences towards the interpretation of cultural heritage. The final part of this bachelor thesis is dedicated to statistic and graphic representation of collected data from the survey research. The last chapter, the fourth one, summarises the results and offers possible recommendations for enterprises within tourism industry that can help to provide a much better experience for the senior tourists that visit the cultural heritage site.