Návrh strategie města v oblasti cestovního ruchu

Abstract

The thesis is concerned with tourism in Polička town. Polička is situated very strategically, there is beautiful scenery, historical monuments and many centres for sport activities and relaxation. The town was established in 1265 by Přemysl Otakar II and its cultural life is based on its rich history. The purpose of this thesis is: to analyse present state of tourism activities in Polička, to identify problematic areas of the town through the use of internal and external documents and to propose a strategical plan of tourism development of the town. The head purpose is to hit a present situation of Polička´s tourism and its possibilities for incoming tourists. The part of this purpose is an analysis of particular possibilities and creation of SWOT analysis. On the basis of this analysis I proposed some settings and recommendation how to improve the situation related to competitive strength, focused on leisure time activities and quality of living in order to raise attendance of this town. The most striking items of the weak points are poor tourism structure, underprotecting of cultural and historical heritage and very poor sport places equipment. I focused on these areas in five parts of my work and the last chapter describes some proposals how to make these particular areas better or how to restore them. The proposals and recommendation are, of course, dependent on financial resources of the town Polička, so I also described new possibilities for its obtaining. Following monitoring and implementation are very important then in order to reach a coherence among all of those proposals, so I also kept it in mind and implicate it into that plan. The base for reaching of attractive, flouring and tenderable town in tourism area is visitors´ and tourists´ full satisfaction. However, the most important thing how to reach it should be an endeavour of all participants of this business to grant (to the town) some instrument which will be helpful for gradual and balanced development.