Identifikace motivačních faktorů k návštěvě Moravskoslezského kraje

Abstract

This master’s thesis focuses on the analysis of tourist visitation and behaviour in the Moravian-Silesian Region. The main aim is to identify the key factors influencing visitors’ decision-making, particularly their motivation to visit, perceived barriers, and the sources of information they use. The topic is highly relevant, especially in the context of tourism development and efforts to enhance the attractiveness of the region. The thesis is divided into a theoretical and a practical part. The theoretical part defines the fundamental concepts of tourism marketing and visitor behaviour in destination choice. It also includes a characterization of the Moravian-Silesian Region from a tourism perspective and a description of the research methodology used. The practical part is based on primary data collected through a questionnaire survey. The results are analysed, clearly presented, and subsequently interpreted. Selected hypotheses are also tested within the thesis. Based on the findings, recommendations are proposed to improve the region’s tourism offer and marketing communication. The conclusion summarizes the main results and contributions of the research.