Návrh strategie rozvoje cestovního ruchu v Milovicích

The purpose of this bachelor thesis is to analyse what potential for tourism development the town of Milovice has, what is already being done to support it and to create a strategy with ideas on how to improve the current situation. As the town is connected to military history and soviet troops amongst Czech population, it is thus negatively perceived. Four interviews about the perception of the tourism situation in Milovice were conducted with various stakeholders, two with restaurant owners, one with accommodation service providers and one with a responsible person from the tourism department from Milovice town hall. Based on their answers and available literature, a SWOT analysis was created, followed by a comparative analysis that compares cities of Milovice and Vysoké Mýto and a subsequent strategy proposal for the development of tourism in the city. The results revealed that the town of Milovice lacks quality destination marketing to attract more visitors as well as to create a new image of the town.