Zážitkový cestovní ruch v České republice a možnost jeho propagace pro zahraniční klientelu

Experience tourism is a type of tourism that experiences a worldwide boom recently. This evolution of tourism is tight with a search for new opportunities how to make tourist places more attractive for domestic and foreign tourists and with the development of experience, knowledge and desires of tourists. Ordinary travelling is not anymore anything new and inaccessible and therefore tourists long for something new, original and adventurous. Regarding the fact that the experience tourism is a new trend that was not so far described in literature a lot, author of this doctoral thesis decided to dedicate her work to the experience tourism. The target of the thesis is to evaluate current situation of the offer and consumption of the experience tourism products in the Czech Republic and to evaluate the potential of promotion of the experience tourism offer in the Czech Republic for foreign clients. In the thesis the author looks into the theory of the experience tourism, offer of the experience tourism products in the Czech Republic and the consumption of these products by Czech tourists. Based on the analysis of the experience tourism products offer it was also inquired if there exists an offer of experience tourism products for foreign tourists that would be suitable for promotion abroad. Part of the thesis is realization of a survey focused on the consumption of experience tourism products by Czech tourists during domestic and foreign holiday. Thanks to the survey it was possible to evaluate fundamental information about the consumption of experience tourism and about the consumers.