Acta Univ. Agric. Silvic. Mendelianae Brun. 2012, 60, 281-288
Published online 2013-08-07

Image as the elements of attractiveness of the destinations of the nature-oriented tourism

Josef Navrátil1, Kamil Pícha1, Jana Navrátilová2, Roman Švec1, Hana Doležalová1

1Katedra obchodu a cestovního ruchu, Ekonomická fakulta, Jihočeská univerzita v Českých Budějovicích, Studentská 13, 370 05, České Budějovice, Česká republika
2Botanický ústav AV ČR, v. v. i., Úsek ekologie rostlin, Dukelská 135, 379 82, Třeboň, Česká republika

The aim of this paper is to assess the relations between partial components of image of various touristically attractive locations. This research is focused on specific locations in vulnerable areas since the sustainable way of the tourism development concerns them in the highest manner and the touristic pressure on these locations permanently increases. The paper makes effort to extend the usual and nearly traditional understanding of the image in the tourism, which is usually related only to the problems of brand and/or the tourist destination. This is done through a survey realized at 26 selected locations with the aim to obtain 64 completely filled-in questionnaires in each location. Particular statements of respondents concerning the image of the visited location were summarized to the 20 categories. A multidimensional analysis was used to reveal the relations in partial answers. Authors have identified an important number of elements of image of the tourist attractions. By means of the analysis authors have identified differences between historic attractions and nature attractions. However, authors have identified simultaneously both the natural type of the image of the destination and the culture-historical type of image of the destination in all studied locations.


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