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Lecturer(s)
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Course content
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Full-time study: Lectures: 1. Cultural tourism. 2. Motivation and attitudes of cultural tourists. 3. Cultural tourism research 1. 4. Cultural tourism research 2. 5. Cultural tourism research 3. 6. Segmentation of the cultural tourism market. 7. Products of cultural tourism. 8. Financial resources for cultural tourism development. 9. Ethical interrelations of cultural commoditisation processes in tourism. 10. Communication and propagation of cultural heritage sites. 11. Case studies. 12. Case studies. Part-time study: Consultations: 1. Cultural tourism. Motivation and attitudes of cultural tourists. Cultural tourism research. 2. Cultural tourism research. Segmentation of cultural tourism market. 3. Products of cultural tourism. Financial resources for cultural tourism development. Ethical interrelations of cultural commoditisation processes in tourism. 4. Communication and propagation of cultural heritage sites. Case studies.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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Learning outcomes
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The aim of this course is to acquaint the students with the principles of cultural heritage sites and businesses management. Accent is put on cultural tourism market analysis and possibilities of market influencing. Case studies from the international environment are used.
Students are able to illuminate processes of cultural heritage utilization in tourism, to explain the structure of supply and demand in the cultural tourism market, and to analyze the supply and demand sides of the cultural tourism market.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Oral examination, Seminar work
Colloquium Requirements: Hand in the semester´s written work to Moodle, four weeks before the exam period at the latest. Knowledge of principles of this course based on the background of lectures and the list of literature, applied to a specific situation (semester written work) is required. Colloquium is oral examination.
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Recommended literature
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International Journal of Heritage Studies.
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Johnová R. Marketing kulturního dědictví a umění.. Praha: Grada Publishing, 2008.
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Kesner. L. Marketing a management muzeí a památek.. Praha: Grada Publishing, 2005.
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Richards G. Cultural attractions and European tourism.. Oxon: Cabi Publishing, 2001.
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