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Image as the elements of attractiveness of the destinations of the nature-oriented tourism

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  • Josef Navrátil

    (Katedra obchodu a cestovního ruchu, Ekonomická fakulta, Jihočeská univerzita v Českých Budějovicích, Studentská 13, 370 05, České Budějovice, Česká republika)

  • Kamil Pícha

    (Katedra obchodu a cestovního ruchu, Ekonomická fakulta, Jihočeská univerzita v Českých Budějovicích, Studentská 13, 370 05, České Budějovice, Česká republika)

  • Jana Navrátilová

    (Botanický ústav AV ČR, v. v. i., Úsek ekologie rostlin, Dukelská 135, 379 82, Třeboň, Česká republika)

  • Roman Švec

    (Katedra obchodu a cestovního ruchu, Ekonomická fakulta, Jihočeská univerzita v Českých Budějovicích, Studentská 13, 370 05, České Budějovice, Česká republika)

  • Hana Doležalová

    (Katedra obchodu a cestovního ruchu, Ekonomická fakulta, Jihočeská univerzita v Českých Budějovicích, Studentská 13, 370 05, České Budějovice, Česká republika)

Abstract

The aim of this paper is to assess the relations between partial components of image of various touristically attractive locations. This research is focused on specific locations in vulnerable areas since the sustainable way of the tourism development concerns them in the highest manner and the touristic pressure on these locations permanently increases. The paper makes effort to extend the usual and nearly traditional understanding of the image in the tourism, which is usually related only to the problems of brand and/or the tourist destination. This is done through a survey realized at 26 selected locations with the aim to obtain 64 completely filled-in questionnaires in each location. Particular statements of respondents concerning the image of the visited location were summarized to the 20 categories. A multidimensional analysis was used to reveal the relations in partial answers. Authors have identified an important number of elements of image of the tourist attractions. By means of the analysis authors have identified differences between historic attractions and nature attractions. However, authors have identified simultaneously both the natural type of the image of the destination and the culture-historical type of image of the destination in all studied locations.

Suggested Citation

  • Josef Navrátil & Kamil Pícha & Jana Navrátilová & Roman Švec & Hana Doležalová, 2012. "Image as the elements of attractiveness of the destinations of the nature-oriented tourism," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 60(4), pages 281-288.
    • Handle: RePEc:mup:actaun:actaun_2012060040281
    DOI: 10.11118/actaun201260040281
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    Cited by:

    1. Miroslav Foret & Ondřej Konečný & Petr Klusáček, 2014. "Viticulture - Challenge for Tourism Development (Znojmo Case Study Area)," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 62(2), pages 339-346.
    2. Roman Švec & Kamil Pícha & Vivian L. White Baravalle Gilliam & Josef Navrátil & Hana Doležalová, 2012. "The impact of visitor segments on the perception of the quality of the product of accommodation establishments," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 60(7), pages 399-408.

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