Bc. Raluca Arvunescu

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Bc. Raluca Arvunescu VYSOKÁ ŠKOLA HOTELOVÁ V PRAZE 8, SPOL. S.R.O. Bc. Raluca Arvunescu Návrh metodiky pro tvorbu produktu Kulturní krajina Diplomová práce 2016 Návrh metodiky pro tvorbu produktu Kulturní krajina Diplomová práce Bc. Raluca Arvunescu Vysoká škola hotelová v Praze 8, spol. s.r.o. Katedra cestovního ruchu Studijní obor: Management destinace cestovního ruchu Vedoucí diplomové práce: Ing. Šárka Tittelbachová, Ph.D. Datum odevzdání diplomové práce: 2016-05-05 E-mail: [email protected] Praha 2016 Master’s Dissertation Proposal of a Methodology for Cultural Landscape Products Development Bc. Raluca Arvunescu The Insitute of Hospitality Management in Prague 8, Ltd. Deparment of Travel and Tourism Major: Destination Management in the Tourism Industry Thesis advisor: Ing. Šárka Tittelbachová, Ph.D. Date of Submission: 2016-05-05 E-mail: [email protected] Prague 2016 Čestné prohlášení P r o h l a š u j i, že jsem diplomovou práci na téma Návrh metodiky pro tvorbu produktu Kulturní krajina zpracovala samostatně a veškerou použitou literaturu a další podkladové materiály, které jsem použila, uvádím v seznamu použitých zdrojů, a že svázaná a elektronická podoba práce je shodná. V souladu s § 47b zákona č. 111/1998 Sb., o vysokých školách, v platném znění souhlasím se zveřejněním své bakalářské práce, a to v nezkrácené formě, v elektronické podobě ve veřejně přístupné databázi Vysoké školy hotelové v Praze 8, spol. s r.o. ___________________________ Bc. Raluca Arvunescu V Praze dne 05.05.2016 Abstrakt ARVUNESCU, Raluca. Návrh metodiky pro tvorbu produktu Kulturní krajina. [Diplomová práce] Vysoká škola hotelová. Praha: 2016. 81s. Cílem předkládané práce je analýza současného stavu kulturní krajiny na mezinárodní i národní úrovni, abychom mohli vytvořit metodologii práce s daným typem památek. Rešeršemi problematiky statutu kulturních krajin bylo zjištěno, že jsou jasně definovány jen jedinou mezinárodní organizací, a to UNESCO (United Nations Educational, Scientific and Cultural Organization), která též vypracovala stanovy podmínek pro uchování, rozvoj a ochranu těchto krajin. Na evropské úrovni je patrný zájem o vytvoření legislativního rámce pro vymezení krajinné oblasti, nicméně stávající předpisy nejsou závazné. Na národní úrovni pak v České republice neexistuje metodologie přístupu ke kulturním krajinám. Jelikož je pojem „kulturní krajina“ komplexem několika prvků, spadají takové typy památek do celé řady rozlišných kategorií a tedy i pod různé správní orgány – od ministerstva kultury přes ministerstvo životního prostředí či dokonce průmyslu nebo zemědělství. Hlavním cílem této práce je prezentace návrhu přetvoření parku a zámeckeho areálu v Průhonicích v udržitelný turistický produkt, založený na mimořádných vlastnostech této kulturní krajiny. Do úvahy však je nezbytné brát rovněž fakt, že průhonický areál je nejen park, ale rovněž výzkumné pracoviště, což je stěžejní pro zajištění udržitelnosti rozvoje kulturní krajiny a samotného navrhovaného projektu. Klíčová slova: destinační management, kulturni krajina, produkt cestovního ruchu, Průhonice, UNESCO Abstract Key words: cultural landscape, destinations management, Průhonice, tourism product, UNESCO The aim of the work is to analyze the current situation of cultural landscapes on both the international and the national level, in order to establish a methodology for working with this type of monuments. By researching the status of cultural landscapes, the only international organisation able to clearly define these and present a framework for protecting and developing cultural landscapes is UNESCO, the United Nations Educational, Scientific and Cultural Organization.On a European level, there is clear interest to also create a legal framework, but at the moment, the regulations in place are not binding. On national level however, it is obvious that there is no comprehensive methodology for approaching cultural landscapes in the Czech Republic. Given the complexity of the notion of cultural landscape, these kind of monuments fall under a whole range of different categories and therefore under many different legislative entities, from ministry of culture through environment and even industry or agriculture. The main focus of this thesis is to present a proposal for developing the Průhonice Areal into a sustainable tourism product, based on its unique attributes as a cultural landscape. Taking into account the immense scientific importance of the areal, it is also essential to ensure the sustainability of the future product by ensuring that the natural resources of the park will not be affected by this endeavour Obsah Úvod……………………………………………………………………………10 1 Teoretická část………………………………………………………………13 1.1 Kulturní Krajina……….………………………………………...……………………..13 1.2 Kulturní cestovní ruch…………………………………………………………………16 1.3 Produkt cestovního ruchu…………………………………………………...…………18 2 Analýticka čast………………………………………………………………20 2.1 Kulturní krajina a dědictví mezinárodní úrovně…………………………………..20 2.1.1 UNESCO…………………………………………………………………...………20 2.1.1.1 Úmluva o ochraně světového kulturního a přírodního dědictví………..……….20 2.1.1.2 Kulturní krajiny na seznamu světového dědictvi….……………………………22 2.1.2 Evropská úmluva o krajině…………………………………………………………29 2.1.3 Kulturní krajina v České republice………………...……………………………….33 2.1.3.1 Implementace Evropské úmluvě o krajině do českého právního řádu………….33 2.2 Turistická destinace Praha a její rozšíření……...…………………………………..36 2.2.1 Prague Card…………………………………………………………………………36 2.2.2 Vzdělávací program „Nové turistické destinace v Praze“………………………….37 2.2.3 Katalog nových turistických destinac………………………………………………38 2.3 Strategické řízení obce Průhonice……...……………………………………………41 2.3.1 Analýza obce Průhonice…………...……………………………………………….41 2.3.2 Cestovní ruch v Průhonicích………….…………………………………………….43 2.3.3 PRŮHONICE 2025…………………………………………………………………44 2.3.4 Celková SWOT analýza obce Průhonice, 2012 ……………………………………45 2.3.5 Návrhová část Klíčové oblasti rozvoje ………………………………..…………45 2.4 Průhonický park a zámek……………………………………………………………47 2.4.1 Vývoj Průhonického parku a zámku…………………………….…………………48 2.4.2. Současné uspořádání Průhonického parku………………………….……………..50 2.4.3 Praktické informace…………………………….…………………………………..51 2.4.4 Návštěvnost………………………………...……………………………………….54 2.4.5 Ochrana a význam kulturní krajiny Průhonický park a zámek…………………….58 2.4.6 SWOT analýza Areálu Průhonický park a zámek………………………………….59 3. Návrhová část……………………………………………………………….62 Závěr…………………………………………………………………………....67 Literatura………………………………………………………………………69 Přílohy………………………………………………………………………….75 Seznam ilustrací, tabulek a grafů Tabulka 1: Vývoj počtu ubytovacích a lůžkových kapacit a počtu hostů Tabulka 2: Vstupné Garden Pass Tabulka 3: Návštěvnost turistických cílů v roce 2013 počty návštěvníků na jednotlivých objektech - TOP 10 hrady a zámky Tabulka 4: Návštěvnost turistických cílů v roce 2012 - TOP 20 Tabulka 5: Návštěvnost turistických cílů v roce 2013 TOP 10 jeskyně a přírodní památky Tabulka 6: Návštěvnost turistických cílů v roce 2013 TOP 10 Praha Tabulka 7: Návštěvnost turistických cílů v roce 2013 TOP 5 Středočeský kraj Tabulka 8: SWOT analýza Areálu Průhonický park a zámek Úvod Ve velmi dynamickém světě, ve kterém žijeme, a v mnohotvárnosti nároků veřejnosti, je nezbytné výrazně přetavit cestovní ruch do přitažlivější podoby překvapivého a vzrušujícího oboru. Novodobý návštěvník není vybaven přílišnou trpělivostí, alespoň ne ve srovnání se staršími generacemi. Rychlost světa a jeho dění narůstá, stejně tak možnosti internetu a celková informovanost a s tím i schopnost jednotlivce odhalovat skrytá tajemství dalekých krajů a jejich kultur. Téměř každou informaci lze ověřit z pohodlí svého obývacího pokoje, anebo se k ní snadno dopracovat na malé obrazovce vlastního „chytrého telefonu“ v tramvaji cestou za zážitky. Fotografie ve vysokém rozlišení, 360° panoramatické obrázky, videozáznamy a 3D grafika věrně zachycují skutečnost, a proto si můžeme dopřát „návštěvu“ různých koutů světa, aniž bychom se poddali skutečnému fyzickému cestování. Z výše uvedených důvodů je patrné, že potenciální cestovatel aktivně vyhledává zážitky, poznání a klasicky pojaté destinace pak snadno považuje za nudné nebo málo lákavé, nepřitažlivé, protože se mnohdy spíše orientujeme na cestování za napětím a společensky hodnotnými i neobvyklými cíli. Konzumní společnost je založena na touze po adrenalinových a mimořádných zážitcích a originálních „selfie“ portrétech přesně podle modelu přiblíženého výše. Návštěvníkům jsou k dispozici webové stránky, např. Trip Advisor nebo Lonely Planet, nepřeberné množství cestovatelské literatury, map, průvodců i webových rozhraní pro sdílení zážitků nebo diskusní fóra, které mají potenciál povýšit zkušenost turisty na hodnotný zážitek, stejně tak jako chybným nasměrováním mohou zážitek z cesty zcela zkazit, a to v závislosti na požadavcích, přáních a cílech cesty daného jedince. Lze se jen dohadovat, zda moderní cestovatel spoléhá na názory a doporučení ostatních návštěvníků, kteří sdílejí zážitky ze svých cest s ostatními, doporučují a radí, zatímco oficiální instituce ztrácejí na své kredibilitě, protože jsou přirozeně považovány za komerční. Stejně tak platí, že doporučuje-li cestovní kancelář nebo agentura destinaci, protože je levná, pak nejspíše skutečně levná je, ale též může být nudná, zaplněná mnoha dalšími turisty a vlastně v konečném stavu pak nevalná. Kultivovaný turista se totiž nespokojí s tím, že má zapadnout mezi ostatní turisty své 10 národnosti a spolu s nimi se prodírat místy na opačné straně zeměkoule.
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