Possibilities for Utilizing the UNESCO Heritage Site in the Western Krušné Hory Destination

This diploma thesis explores the potential of utilizing the UNESCO World Heritage Site “Erzgebirge/Krušnohoří Mining Region” within the Western Krušné hory (Ore Mountains) tourist destination. The aim of the thesis is to identify the site’s weaknesses and to gather detailed information about visitor preferences and overall satisfaction. The research combines qualitative methods, including in-depth interviews with heritage site managers and destination management representatives, with a quantitative approach based on a visitor questionnaire survey. In the final part, statistical analysis is used to examine the relationship between selected visit-related factors and overall satisfaction with the stay. Based on the research, a profile of the typical visitor to the destination is developed. The results show that key weaknesses include the condition of supporting infrastructure and the limited visibility of official destination channels as sources of information and platform for promotional activities. These shortcomings are closely linked to limited financial resources. The site’s managers are largely aware of these issues, and several projects aimed at improving the situation are currently underway. Visitors are most often motivated by active holidays and time spent in nature, which may explain the imbalance between overall visitation and interest in specific UNESCO-listed components. Nevertheless, the overall visitor experience is evaluated very positively.