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Vztah generace Z k folklóru a tradicím jako součásti nabídky destinace cestovního ruchu
 Ondicová, Beata
The bachelor's thesis is targeted on tourism in the area of Uherske Hradiste and on the relationship of generation Z to folklore and it’s traditions. The aim of the thesis is to identify the current offer of tourism products with the theme of traditions and folklore in the Zlín region and to find out how is the relationship of generation Z towards folklore and traditions while participating in tourism. To design new or innovate existing destination products of the Zlín region for generation Z. Due to the vastness of the Zlín region and the diversity of the cultural offer in the area of traditions and folklore, the aim of the bachelor’s thesis was narrowed down in a geographical matter to a specific smaller area of Uherske Hradiste only. The current state and possibilities for the development of folklore tourism in the area of Uherske Hradiste region were analyzed using secondary and primary data. Primary data were obtained through an online questionnaire survey, with it’s main purpose being to find out whether Generation Z is interested in folklore and folk traditions.
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