Evaluace koncepce značky Czech Specials v kontextu gastroturistiky v ČR a komparace s dalšími vybranými gastronomickými značkami a průvodci

This thesis evaluates the concept of the Czech Specials brand, designed to promote traditional Czech cuisine and regional dishes. Launched in 2008, the project is managed by the CzechTourism agency in collaboration with the Association of Chefs and Confectioners of the Czech Republic. The brand aims not only to promote Czech gastronomy but also to support tourism in the Czech Republic's regions. The research part of the thesis focuses on a comparative analysis of the Czech Specials brand against other domestic and international gastronomic rating systems. Additionally, a marketing and economic evaluation of the project and a SWOT analysis are conducted to identify strengths, weaknesses, opportunities, and threats. The methodology includes secondary research, such as analyzing project documentation and relevant online resources, and primary research, including in-depth interviews with key individuals and a survey among certified entities. These methods allow for a deeper understanding of the functioning and perception of the Czech Specials brand from various perspectives. In the survey, certified entities generally expressed a positive attitude towards the brand. The marketing and economic evaluation revealed areas that project managers should focus on to ensure the brand's future sustainability. In conclusion, the author presents essential suggestions for improving the operation of the Czech Specials project, with an emphasis on project financing, human resources, and online marketing presentation of the brand. This thesis provides a comprehensive view of the Czech Specials brand and its position in the Czech gastronomic rating system market, offering valuable information for its further development and improvement. It could also serve as a unified basis for CzechTourism's strategic decisions on whether to continue supporting the Czech Specials brand and under what conditions.