Možnosti a limity rozvoje cestovního ruchu v řeckém regionu Střední Makedonie z pohledu českého turisty

The topic of the diploma thesis is to identify the strengths and limitations of inbound tourism in the North Greek region of Central Macedonia from the perspective of Czech visitors. The region's specific assets, primary and secondary supply, an assessment of its interregional competitiveness across all Greek regions are defined and the importance of the tourism sector for the Greek economy is highlighted. The characterisation of the Greek institutional framework affecting the functioning of the tourism sector within the region in question forms is an important component of the thesis. The core part is own research consisting of a combination of qualitative and quantitative research, where the visitation and expectations of incoming Czech tourists were analysed and insights were obtained regarding the tourism service providers in the selected region. The overall offer, attractiveness and existing shortcomings of the area are evaluated. The conducted surveys show that the Central Macedonia region has a great potential and countless opportunities for tourism development in the given destination, but the main problem is the lack of exploitation of these opportunities. This thesis also includes proposals and recommendations for the tourism development promotion of the selected region by local entities, including individual tourism service providers.