Postoje návštěvníků k městu Ostrava jako sportovní destinaci cestovního ruchu

Abstract

This master's thesis examines the perception of the city of Ostrava as a sports tourism destination within the context of its traditional industrial and cultural identity. The aim of the research is to analyze the attitudes and motivations of visitors towards the city as a sporting destination and, based on these findings, to formulate strategic recommendations to strengthen the sporting pillar of the city's image. The theoretical part defines key concepts of sports tourism, destination marketing, and the psychology of attitudes, establishing a methodological framework for the practical investigation. The practical part is based on quantitative research conducted using the CAWI method and subsequent statistical data processing in IBM SPSS Statistics software. The research focuses on comparing the perception of various components of the city's identity, identifying barriers to active visitor engagement in sporting activities, and analyzing the information sources used. The thesis concludes by proposing marketing and development strategies aimed at improving communication and enhancing Ostrava's competitiveness as a modern multifunctional metropolis.