Cultural Tourism as a Possible Driver of Rural Development in Czechia. Wine Tourism in Moravia as a Case Study

Abstract

The paper connects culture, tourism and rural development. It tries to make anoverview of various forms of cultural tourism in Czechia. Attractions of cultural tourism are identified and ranked according to their cognitive function. Their list includes cultural heritage in spheres of archaeological sites, architecture, arts, folklore, pilgrimages, technical works, cultural events or protected landscape areas. The culture of wine in Southern Moravia has been chosen as an example. Its analysis was elaboratedusing the Importance/Performance Analysis. Czechia has great potential for thecultural tourism development in rural areas but it seems to demand a great deal of work when one needs to be constantly reconciling the changing interests of tourists with the potential of the regions. One of the important goals is to attract tourists into rural areas and thus limit their concentration in the most attractive places. Rural cultural tourism seems to be a significant aspect in this respect. The part of the study isthe example of the adaptation of the current situation with COVID-19 to properly support the development and cultural potential of domestic tourism in South Moravian region in relation to the economic impacts on international tourism.