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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Czech hop as a geographical and cultural phenomenon
 Mikšík, Jan ; Kouba, Vojtěch (advisor) ; Dianová, Markéta (referee)
This Bachelor's Thesis focuses on Czech hops and hop industry as a spatial, geographical and cultural phenomenon. The aim is to describe the history of growing hops in the Czech Republic and determine how the tradition of hop industry influenced Czech culture, urbanism and landscape. The work contains information on hop growing regions and their historical development. The paper also provides statistics on the hop growing, hop varieties and export. Special attention is paid to the city of Žatec (Saaz) - the largest centre of the Czech hop industry. The thesis also shows how hop industry influenced urbanism and culture in Žatec. The practical part is dedicated to entertaining and educational complex called Hop and Beer Temple which is an important tourist target built in historical industrial buildings in the centre of Žatec.
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Marketing of tourism offer of the town of Žatec
 Novotný, Jan ; Černá, Jitka (advisor) ; Válka, Jiří (referee)
The thesis analyses the marketing of tourism offer of the town of Žatec with a particular emphasis on its principal product -- the Temple of Hops and Beer. Its main objective is to formulate proposals of specific marketing measures for the popularization of the general tourism offer of the town of Žatec and the Temple of Hops and Beer for the last quarter of the year 2011 and 2012. After defining the main tourist industry attractions of Žatec, the thesis builts upon the SWOT analysis and 5P marketing mix. In the case of the Temple of Hops and Beer the paper presents a proposal of the marketing plan incorporating 5C marketing approach, which assesses the above-mentioned product from a broader visitor's point of view. Both approaches are adjusted to budget and public administration management rules. This thesis' conclusion will serve as an input for the tourism industry subjects in Žatec in accordance with the development strategies approved on local, regional, as well as national level.
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