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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Local gastronomy as a destination brand: Czech Republic case study
 Kunc, Martin ; Koudelková, Petra (advisor) ; Houdek, Petr (referee)
Various destinations today are struggling with a variety of challenges where they are forced to come up with interesting and innovative marketing communication solutions to attract travellers and build their overall image. This is also a difficult task due to the recent Covid-19 pandemic, which has significantly affected the tourism industry. One of the areas that countries and regions are making use of is local gastronomy, and this is no different in the Czech Republic. This thesis aims to find out how the Czech Republic generally works with the topic of local gastronomy, how it is perceived by active travellers and where its communication opportunities lie in this area. The theoretical part of the thesis gradually maps the functioning of local brands, then describes the tourism segment and marketing of this area. It also explores the topic of gastronomy in the context of the national brand and also maps the communication of the Czech Republic and its long-term vision. The research part of the thesis then examines how the Czech Republic works with the theme of gastronomy to attract tourists, whether is is an important decision factor for travellers and describes the opportunities that the country could exploit in its marketing communication. A combination of methods was chosen for this research,...
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Slow Food as a modern trend in the Czech food industry and gastronomy
 MAŠKOVÁ, Iveta
The quality and origin of food are topics that are currently widely discussed not only in Czech society, but worldwide. High-quality food andmeals, environmental protection, and especially the preservation of regional differences are the key ideas of a movement called Slow Food. The main idea of this movement is the perception of gastronomy as a phenomenon that supports a national and local autonomy, environmental protection, and diningculture. The concept of Slow Food also consists of thoughtful and responsible choice of food by consumersand the preparation ofhigh-quality meals at home as well as in restaurants. This thesis describes the history and basic ideas of the Slow Food organization and focuses on the current impact of this movement in the Czech Republic. The thesis describes the Slow Food movement's stances oncurrent topics of agricultural policies, such as the common agricultural policy of the European Union, biodiversity and genetically modified crops. The thesis also describesa methodology of evaluating a survey that was conducted by the author for the purposes of this thesis. The survey aimed to confirm or to refute concrete hypotheses that were related to the market and business potential of agricultural products, foods and meals that fulfill the requirementsof the Slow Food movementin the Czech Republic.At the same time this thesis also compares prices of Slow Food products with standard food distributed by the international retail chains.
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