DEVELOPMENT OF TOURISM IN THE CITY OF BRNO (IN CONTEXT OF THE SOUTH MORAVIA) – GEOGRAPHICAL,
ECONOMICAL, SOCIAL AND OTHER ASPECTS
Geographical Thought
23. 10. 2009
Markéta Uhnavá

PLANS VS. REALITY
nPLANS
nMETHODOLOGY
nPROGRAMME OF THE TOURISM DEVELOPMENT
nIMAGE AND CITY IDENTITY
nSUSTAINABILITY

DEVELOPMENT OF TOURISM IN THE CITY OF BRNO (IN CONTEXT OF THE SOUTH MORAVIA) – GEOGRAPHICAL,
ECONOMICAL, SOCIAL AND OTHER ASPECTS
n
nAnalysis of existing preconditions of the area for tourism development (potential of the region /
area)
nEvaluation of the development of tourism in the city of Brno (and the South Moravia), currently
used strategies in tourism development connected to strategic documents, their focus, methodology
of their creation and implementation
nFormulation of the roles of subjects in tourism development and suggestions for principles of
their co-operation and definition of their competences
nDefinition of needs of the city in the field of tourism and formulation of the conclusions for
sustainable development of tourism
nDescription of changes in forms of leisure activities – especially in trends of short-time tourism
in postfordism period – emphasis on increasing attractivity of city tourism (sights, culture,
shopping, ..)
n

METHODOLOGY
nLiterature search
nAnalysis of conceptual, strategic documents in the city and the region
nDefinition of the City Identity
nComparative Analyses with other cities
nOwn research
n…
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STARTING POINTS
nProgramme of Tourism Development in the City of Brno
nImage of the City
nCorporate Design
nCity Identity
n
n
nSustainability

PROGRAMME OF TOURISM DEVELOPMENT IN THE CITY OF BRNO
nThe purpose of the document is to support the tourism development in the city of Brno, to create
clear profile of the city of Brno in the field of tourism and to clearly define steps leading to
fulfilling the goals marked in this document
nThe goal of the Programme is to make more efficient  coordination and creation of conceptual
processes in the field of tourism and city marketing
nExpert groups (public, academical, non-governmental, private sector)

CITY IDENTITY
nForthcoming study – city identity (T: spring 2010)
nSuggestion for the methodology for creation of the City Identity
nCity Identity is a summary of unifying values of the city of Brno
n

IMAGE OF THE CITY AND CORPORATE DESIGN
nBrno City Strategy (Image of the city; inner /outer relations)
nCorporate design (2005)
n
logo_brno

WHAT IS SUSTAINABLE TOURISM?
nSustainable tourism in its purest sense, is an industry which attempts to make a low impact on the
environment and local culture, while helping to generate income, employment, and the conservation
of local ecosystems. It is responsible tourism that is both ecologically and culturally sensitive.
nThus, Sustainable tourism activities have minimal impact on the environment and culture of the
host community.

SUSTAINABLE TOURISM TODAY
nmodern concept
nwithout deeper meaning
nRegional Operation Programmes
nmissing indicator systems for measuring the sustainability !!!
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SUSTAINABLE TOURISM – POINTS OF VIEW
1.sustainable tourism as the activity
qto make tourism sustainable as the activity by using sustainable forms of tourism (ecotourism,
ecoagrotourism, ect.)
2.sustainable tourism as sustainable locality/region
qto make the regions sustainable for tourism by behaving according the rules of sustainable
development in all of mankind’s activities
n

SUSTAINABLE TOURISM …
¼  is informative.
¼  supports integrity of place.
¼  benefits residents.
¼  conserves resources.
¼  respects local culture and tradition.
¼  does not abuse its product.
¼  strives for quality, not quantity.
¼  means great trips.

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diagram


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Sustainable%20Tourism%20Pyramid


nThanks for attention!!!