Vliv pořádání kulturního eventu na cestovní ruch destinace

Cultural events play a major role in tourism and can have a major impact on the place where they take place. This paper examines the impact of an international music festival Colours of Ostrava, that takes place in Ostrava every year. Quantitative and qualitative methods are used to assess this impact. The quantitative methods include a questionnaire among visitors of festival, which made it possible to analyze their attitude towards the festival and understand what factors are important to them when visiting this event and what makes the city more attractive to visit. The qualitative methods include the calculation of an index and a questionnaire among local entrepreneurs. With their help, factors influencing the arrival of tourists, their spending, length of stay and overall impressions of visiting the city were identified. The study also includes an analysis of the economic benefits of the festival for the city's economy, including the impact on tourism services, accommodation, gastronomy and transport. Based on the combination of these methodologies, it is confirmed that cultural events can indeed become important tools for influencing the venue and can bring great positive benefits to the destination.