Guiding activities in the capital city of Prague

The aim of the bachelor thesis is to introduce guiding services and analyze the range of alternative tour guiding options, their quality, and tourist satisfaction in the capital city of Prague. The thesis describes the structure and development of guiding activities, distinguishes between official and unofficial guides, and emphasizes the importance of service quality. The theoretical part focuses on the definition and role of tour guides, the historical development of guiding activities both globally and in the Czech Republic, and the current legal framework within the country. It also discusses the concept of service quality in tourism. The practical part is dedicated to Prague as a tourist destination. It introduces the current types of guiding services and various forms of guided tours. The analysis is based on a questionnaire survey conducted among tourists and on a comparison of online reviews. The results show that most tourists are satisfied with the services, with the highest ratings given to the guide’s knowledge, the atmosphere during the tour and the guide’s approach. In contrast, lower ratings were given to aspects such as organization, professionalism, and clarity of explanation. The findings also highlight the growing popularity of alternative types of tours. Based on the analysis, recommendations are provided to improve guide training and to establish regulation of guiding services in order to ensure consistent quality.