Aplikace síťové analýzy v destinačním managementu

The thesis focuses on understanding the structure and functioning of the relationship network within a regional destination management organization. The aim is to map the structural characteristics of the network, identify key actors and their roles, and clarify the motivations and barriers to stakeholder engagement. Methodologically, it is based on a mixed-methods research design: the quantitative component employs social network analysis, while the qualitative component consists of semi-structured interviews used to interpret the identified network metrics. The procedure involves the construction of networks from primary data, the computation and visualization of network metrics, thematic analysis of interviews, and triangulation of findings. The research was conducted as a case study of Destinace Brněnsko. The results indicate that the network has signs of fragmentation and low density of deeper forms of collaboration.