Evaluace kulturního a společenského potenciálu Galerie Lázně Liberec

The bachelor's thesis deals with the evaluation of the cultural value and social potential of the Liberec District Gallery (Lázně) from the perspective of its visitors. The central motif is an examination of the influence of the specific environment of a converted historical monument—the former municipal baths—on perceptions of the institution's identity and social role. The thesis aims to identify the key factors that shape the image of the gallery in the public sphere and to critically assess the extent to which its potential as a modern social center is being fulfilled. The theoretical part contextualizes the issue within the broader framework of cultural economics, museology, and the phenomenon of the adaptive reuse of architectural heritage, with an emphasis on the impact of genius loci. The practical part is designed on the basis of an empirical quantitative questionnaire survey, which will be supported by secondary internal data. The purpose of the research is to analyze the factors influencing the attractiveness of the institution and to apply an in-depth audience segmentation based on Falk's typology of visitor identities (2009). The expected outcome of the thesis is the subsequent formulation of practical and innovative recommendations for the institution's management, derived from the obtained data.