Analýza postojů návštěvníků k zámku Linhartovy

Abstract

The thesis focuses on the Analysis of Visitors Opinions on Linhartovy Castle. The Linhartovy Castle is located in the Moravian-Silesian region near the Polish border, where the tourism and tourist offer is not that strong. The aim of the thesis was to find out not only the attitudes of visitors towards Linhartovy Castle itself, but also what factors influence their attitudes towards visiting cultural monuments. Based on this knowledge, we are able to recognize the motivations of the visiting customer and improve the marketing mix and efforts of the cultural organization. The theoretical part is devoted to the identification of consumer behavior attitudes, tourism, cultural marketing, marketing mix and characteristics of Linhartovy Castle. The practical part focuses on the research methodology and using the quantitative research, data analysis and evaluation of the results were carried out. From the detailed analysis, possible recommendations for improving the castle's attractiveness and marketing efforts were proposed. The work helps to understand the behaviour and attitudes of visitors to cultural heritage sites and their expectations.