ANALÝZA SPOLUPRÁCE V CESTOVNÍM RUCHU Z POHLEDU SÍŤOVÝCH CHARAKTERISTIK
ANALYSIS OF COOPERATION IN TOURISM FROM THE PERSPECTIVE OF NETWORK CHARACTERISTICS

Author(s): Markéta Bobková
Subject(s): Business Economy / Management, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: cooperation; network analysis; tourism product;
Summary/Abstract: The submitted paper deals with the analysis of cooperation among tourism actors involved in the creation of the product in the form of a tourist card. The aim of this paper is to introduce the structure of regional cooperation and to visualize cooperative behaviour and evaluate the quantitative characteristics of the existing network. These characteristics will be examined on the basis of the network analysis. The participation in various forms of cooperation is a highly valuable topic, because it can contribute to destination development and competitiveness. For the analysis of a particular case, a collaborative project of Olomouc region Card was chosen. This project was founded in 2004 and many service providers are involved in it. Public sector plays a crucial role in initiating cooperative activities. On the other hand, involvement of actors from private sector provides a wide range of services and attractions with different discount levels. It can be said that the existing network becomes a tool for specialization, but the intensity of cooperation is not at the same level as in developed tourist Alpine regions, where the cooperation was continuously developing and was transformed thanks to the strong consolidation.

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