Vztah návštěvníků destinace k certifikovaným regionálním produktům (Toulava)

The diploma thesis deals with regional branding in the tourist region of Toulava. The paper aims to find out the destination visitors’ and residents’ attitudes to certified regional products in this region. The results of the surveyed groups were supplemented with research conducted among manufacturers, service providers, and sellers. A questionnaire method was used to achieve the goal. Respondents were approached in person, online, or by phone. The research results show that 70 % of all respondents know the TOULAVA regional product® brand. The author of the thesis suggested several measures for the future development of regional branding resulting from the obtained data. The research findings may be helpful for the Association of Regional Brands, the national branding coordinator, and for the Public Benefit Society Toulava, the regional coordinator. The diploma thesis contains a total of 5 chapters. The first chapter deals with the definition of basic terms and other connections from tourism with regard to the topic of the thesis. The second chapter includes a description of regional branding in the Czech Republic. The third chapter is dedicated to the regional brand in the Toulava tourist region. The research process and research results are described in the fourth chapter. The last fifth chapter summarizes the entire research and contains proposed measures for the future development of regional branding.