Využití potenciálu regionální kultury Jablonecka v destinačním managementu oblasti

The bachelor's thesis deals with the utilization of the potential of regional culture in a specific area in destination management. The theoretical part of the thesis encompasses a review of relevant literature focusing on concepts such as cultural region, regional culture, destination tourism, destination management (DM), destination management organization (DMO), cultural tourism, and sustainability in tourism. The practical part of the thesis involves research conducted in the selected glassmaking region of Jablonec, aiming to identify functioning destination management organizations in the area, reasons why visitors come to Jablonec, and whether the potential of Jablonec's regional culture is adequately utilized in the destination management of the area. The research includes an introduction to the Jablonec region and its tourism supply, a description of the main destination management organizations in the area and their strategic objectives. Furthermore, it comprises quantitative research in the form of a survey and qualitative research through two interviews with stakeholders in the destination management of the area. Based on these research methods, an analysis of the strengths, weaknesses, opportunities, and threats regarding tourism in the area is conducted. The conclusion of the thesis involves an evaluation of destination management in the area and recommendations for the future. It was found that the potential of Jablonec's regional culture is not effectively utilized in destination management, and the area lacks a clear identity. Some recommendations to support tourism development include expanding partnerships with local glassmakers, supporting cultural institutions in the area, establishing a clear city identity, preserving glassmaking crafts, digitalization, improving social media communication, revitalizing monuments and infrastructure, and promoting street art.