Inspirace pro českou zahradní turistiku - případové studie úspěšných zahradních projektů na rakouském, německém a nizozemském trhu

David Brýdl

Bachelor's thesis

Abstract:

Garden tourism is very specific type of tourism and has many forms – depending very much on location of the park. This bachelor thesis emphasizes mainly so-called show gardens in Germany, Austria and in Netherlands serving as subjects to be closer investigated. Thesis is divided into two parts: theoretical and practical. Wherein the theoretical part, chapters like sustainable business, outstanding gardens worldwide, garden management and tourism are defined. Subsequently, practical part offers case studies of selected parks that serve as an inspiration for business proposal for Czech company operating in similar scope of business. Key findings from practical part – such as brighter characteristics of garden visitor, motives to visit a garden, efficient garden facilities, proper short- and long-term marketing conception and business models – are identified. Afterwards, more accurate business proposal containing SWOT analysis, financial plan and more clear conception for building such park in Czech is created. Limitations of this bachelor thesis are protected hard data by private companies that are studied in practical part.

Keywords

show gardens, garden tourism, horticulture, parks, services, sustainable business, marketing, regional tourism, visitors

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 23. 3. 2020

Obhajoba závěrečné práce

• Vedúci: Ing. Pavel Kotyza, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / odbor:
Economics and Management / Economics and Management