Presentation of the selected destination in the context of sustainable tourism

The aim of this thesis is to present a proposal for its new presentation with an emphasis on the sustainability elements based on the analysis of tourism sustainability in Prague. Analyses of key strategic documents, analyses of sustainability indicators and the existing web presentation of Prague are used to meet the defined goal. The theoretical part of the thesis deals with the definition of basic terms related to the topic of sustainability in tourism, describes various possibilities of destination presentation and its specifics in communicating sustainability values and subsequently gives examples of good practice of this type of communication at official travel websites of selected European cities. The practical part of the thesis deals with the analysis of the Strategy for Sustainable Tourism of Prague and the Implementation Plan, the analysis of indicators within the European Tourism Indicator System (ETIS) and the existing web presentation, all set in the context of Prague. The most important principles of effective communication of sustainability values, identified in the literature review and other relevant sources, are the following: a comprehensive view of the issue of sustainability, communication of responsible behavior and its benefits in a friendly and non-violent manner. The analysis of web presentations of cities with good practice (Berlin, Vienna and Copenhagen) shows the perception of sustainability from an environmental and economic perspective as the most common approach. The aspect of social or cultural sustainability has not been widely communicated. The analysis of Prague's conceptual documents then provided clarification of the needs and strategic goals that are key to sustainable development of the city. The analysis of ETIS indicators identified aspects of sustainability possibly important for Prague and its development, however unclear or neglected at first glance, such as the area of sustainability of supply chains, inclusion, energy and water consumption in the tourism sector. As part of the final evaluation of Prague's current web presentation, criticism was directed especially at the lack of complexity in the communication of sustainability aspects in the Enjoy & Respect and Cultivated Souvenir projects, which are publicly presented as sustainable. The final output of the diploma thesis is then a newly created website which takes into account the recommendations, results and areas for improvement that arose from previous analyses.