Využití kulturních specifik města Žatec v cestovním ruchu / projekt Chrám Chmele a Piva

The thesis is studying the utilization of cultural potential and of hop tradition in city of Žatec on the example of Hop and Beer Temple project. The work provides basic theoretical information on tourism, which is connected with region and project. It focuses on the specifics and problems of tourism throughout the Usti region. In addition, it provides an overview of the development and current situation of tourism in the city itself. Part of the work is devoted to the cultural potential of Žatec in terms of tangible and intangible culture development and its hop history. Specifically, the work focuses on the possible uses of cultural and industrial heritage in tourism on the example of Hop and Beer Temple. It assesses the socio-economic benefits for the city, same as the obstacles that stand in its development. The final section also indicates the potential opportunities for further development of the city and the region.