Analysis of promotion and presentation of the UNESCO monument Krušnohoří Mining Region

The bachelor thesis deals with the UNESCO monument Erzgebirge/Krušnohoří Mining Region. UNESCO maintains the so-called World Heritage List, which, after meeting certain criteria, includes monuments of exceptional value. Krušnohoří Mining Region, inscribed on the World Heritage List in 2019, consists of several parts. The thesis focuses specifically on the Mauritius mine in Hřebečná near Abertamy. The aim is to analyze the promotion and presentation of the monument, deduce possible shortcomings and propose effective solutions. The theoretical part characterizes the UNESCO organization and its activities, the mining cultural landscape and its development in the research area and theoretical knowledge in the field of marketing, especially in terms of promotion and possible ways of communication. The research carried out in the practical part uses a combination of quantitative methods in the form of a questionnaire survey among visitors and qualitative methods by conducting in-depth interviews with representatives of interested organizations. Research shows that the Mauritius mine carries out effective promotion, making extensive use of its unpaid forms. The most important source of information is the internet. Currently, the monument does not seek to attract more visitors, but to improve their visit and deliver an authentic experience. It is essential now to build the lacking infrastructure and set up a unified promotion system.