Interpretation of Czech cultural heritage in the European Francophone environment

The thesis collects and summarizes knowledge about the travel behaviour of Francophones in European countries during the planning and realization of trips to Czech cultural heritage. The thesis aims to analyse the preferred interpretation methods and to propose measures for improvement based on the findings. First, the key concepts providing the theoretical anchor for the thesis are defined. The basic knowledge of interpretive science, its basic principles and the ideas of its main representatives are summarized. Subsequently, the thesis focuses on cultural heritage, its classification and values. Than, the thesis deals more specifically with the presentation of Czech cultural heritage on francophone markets. The cultural fund of the Czech Republic and the ways of building the image of the Czech Republic abroad are presented - through cooperation at the international and local level to marketing strategies created by the CzechTourism agency. The core part of the thesis is devoted to research on the preferences of Francophones in relation to interpretation. It presents the results of the investigation with the subsequent evaluation and the resulting facts. The evaluation of the research also allows to propose measures leading to possible improvements in interpretation methods and to achieve greater effectiveness of the different methods.