Profil návštěvníka jako významný nástroj destinačního managementu – příkladová studie města Jihlavy

Visitor's Profile As an Important Tool of Destination Management – A Case Study of the Town of Jihlava

Stanislava Pachrová, Eva Janoušková

In: Geografické informácie (Geographical Information), Ročník (Volume) 20, Číslo (Issue) 2, 2016, p. 691-706, ISSN 1337-9453

DOI: 10.17846/GI.2016.20.2.691-706

Abstract

This article aims to analyse and evaluate primary data obtained from a questionnaire survey among visitors of the town of Jihlava in a period October 2014 - September 2015. Data were obtained from an extensive visitors survey in the Vysočina region, which was implemented for the Regional Authority by the Department of Travel and Tourism of College of Polytechnics Jihlava. A main output of this article is to define a visitor`s profile of Jihlava for needs of originating local destination management. For data processing were used mathematical and statistical methods, scientific analysis and synthesis, Microsoft Excel and Statistica 13. Typical visitor of Jihlava is a Czech under 35, who has at least a secondary education, arrives by car with a partner and who wants to spend their holiday in an active way. Half of the visitors are from the Vysočina region, they do not overnight, but they return repeatedly.

Keywords: destination management, Jihlava, marketing research, sustainable development, tourism, visitor`s profile

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