Postavení České republiky na mezinárodním trhu cestovního ruchu

The bachelor thesis aims to analyze and evaluate the position of the Czech Republic in the international tourism market. The work then identifies and describes problematic areas and suggests recommendations for their elimination or improvement. It also characterizes the comparative advantage of the Czech Republic in tourism. The goal is achieved primarily by comparison, when individual tourism areas are compared in the context of the world, Europe, the European Union, or other entities. In the first chapter, the basic terms, and definitions necessary for the analysis of the position of the Czech Republic in the international tourism market are defined. Furthermore, the first chapter aims to provide a theoretical basis for the second chapter which already analyses the position of the Czech Republic from the point of view of performance, attractiveness, infrastructure, or hospitality sector. It also deals with forms of tourism with suitable prerequisites for future development. The third chapter deals with the competitiveness of the Czech Republic in tourism based on the report of the World Economic Forum. It also contains an international comparison of the countries of the Visegrad Group and a SWOT analysis with a final evaluation of the position of the Czech Republic in the international tourism market. The analysis results show that the Czech Republic is perceived in the world as a competitive country with a strong position in the tourism industry. Among the significant areas are mainly cultural monuments, the quality, and the density of tourism enterprises or the infrastructure for selected forms of tourism. However, it is necessary to work on improving or eliminating problematic areas, so that the Czech Republic can strengthen its position in international tourism. These areas include, for example, an unfavorable business environment, insufficient prioritization of tourism within the policy, or low attractiveness of natural resources.