Strategie destinačního managementu při řešení overturismu v Praze

The bachelor’s thesis focuses on strategic destination management measures for addressing overtourism in the centre of Prague. The aim of the thesis was to propose measures for a more effective distribution of tourist visitation in Prague, based on an evaluation of current destination management tools and factors contributing to overtourism in the historic centre. The theoretical part defines the concepts of overtourism, destination management and tools used to manage visitor flows in urban destinations. The thesis is based on qualitative research consisting of semi-structured interviews with experts and representatives of key institutions, supplemented by an analysis of secondary statistical data. The results show a significant spatial concentration of tourists in Prague 1, where visitor pressure reaches the limits of the area’s carrying capacity. Existing motivational tools, such as the Prague Visitor Pass, are conceptually appropriate, but are not sufficient on their own to relieve pressure on the city centre. Therefore, the thesis proposes specific measures in the areas of short-term rental regulation, limits on the size of tourist groups and the use of predictive data to manage visitor movement in real time.