Implementation of the Michelin gastronomic brand in the Czech Republic

This bachelor thesis deals with the implementation of the Michelin gastronomic brand in the Czech Republic. The primary purpose of the thesis is to map the potential and readiness of Czech regions for the implementation of this brand. Within this framework, the thesis addresses a research question of whether the individual regions are prepared for the implementation of the Michelin brand. Furthermore, the thesis analyses the awareness of the individual regions of the Czech Republic regarding the Michelin brand and its different types of awards, evaluates the interest of the regions in the Michelin Guide, and identifies their possible strategies and plans for implementation of the Michelin brand. Based on a literature review, this thesis provides a comprehensive overview of the Michelin Guide, its types of awards, and also its current presence both in the world and in the Czech Republic. Additionally, this thesis examines the potential benefits and other factors that may influence the presence of Michelin-starred restaurants in the regions. Using qualitative research, guided semi-structured interviews were conducted with representatives of destination management companies in the Czech Republic. This bachelor thesis provides a basic insight into the Michelin Guide and, based on the presented results of the conducted interviews, lists recommendations for future expansion of this topic.