Využití "Horchaty" v tuzemském cestovním ruchu

Abstract

Gastronomy is an important part of tourism. It is not the main reason to attract tourists to destinations, but it creates an attractive part of the cultural experience of the destination. One example of this products in the area of Valencia is a drink called horchata, which not only tastes good but is also very healthy. According to oriental cultures, the Chinese authors recommend horchata to stimulate appetite, consider it to be a soothing medicine, and also recommend it to "evoke the common good." The information I found about horchata, led me to an interesting idea and the possibility to import horchata to the Czech tourist market as a new tourism product and also as a cultural attraction. This new product could be offered in restaurants during the summer, because it is served very cold, and it is suitable for all ages. It was observed during the production process since the basic raw material tegernut grown up after it treatment, when is converted tegernut into horchata. As far as the basic raw materials taste, so it should be very specific conditions for its cultivation, as clay-sand texture of the soil, warm climate with high average temperatures and humidity, so cultivation of tegernut in the Czech Republic is not an option. To ascertain if ever, a new product is the Czech market, held on the Czech market analysis of gastronomy in the form of questionnaires to potential clients. The results turned out very satisfactorily, because clients in more than 50% was satisfacion and would be willing to buy horchata, when to enter the Czech market. With export institutes and Chambers of Commerce to analyze companies that exported horchata, and found firm Tigernuts Traders SL, which could be imported horchata to the Czech Republic at a bargain price. Conducted a financial analysis of the company, but the results are not encouraging. It is seen that the gain decreases rapidly, so it is not clear how long the product hold on the market.