Identifikace postojů spotřebitelů ke slow tourism

Abstract

In the context of the growing emphasis on the need to slow down the speed of life, the concept of slow tourism has emerged. This concept was born out of the idea of sustainable travel as a result of the Ciittaslow and Slow Food movements. The main objective of the thesis was to identify consumer attitudes towards slow tourism in the Czech Republic. Thus, the consumer attitude towards this mode of travel, especially its typical components, was investigated based on primary data regarding the consumer way of spending holidays in the Czech Republic. Within this collected data, the consumer awareness of the concept of slow tourism is further clarified and the meaningfulness of the development of the concept in the Czech Republic with regard to the potential clientele is assessed. The thesis explains theoretical background of consumer behaviour and characterise the slow tourism market. The research was conducted in the form of an electronic questionnaire survey, where the data was subsequently analysed and evaluated. Through the research it was found that the way consumers spend their holidays in the Czech Republic corresponds strongly with some elements of slow tourism. Consumers therefore have a positive attitude towards the different components of slow tourism and its development has great potential in the country. However, most consumers are not aware of the concept. For these reasons, proposals and recommendations have been made aimed at developing the concept in the country and satisfying consumers.