Postavení minipivovarů v kulinářském cestovním ruchu v České republice

Abstract

The culinary tourism is a new phenomenon in the field of world tourist industry. It has been considered to be a new scientific discipline since 2001. In 2003, Erik Wolf founded the International Culinary Tourism Association that supports and popularizes culinary entities and their activities all over the world. In the Czech Republic, there are 44 active industrial breweries and 300 microbreweries. Although the microbreweries produce only 1% of beer consumption in general, they have become a popular tourist target of original beer fans. Some of them offer beer only; others prepare local traditional culinary specialities as well when striving to provide better services than their competitors do. This case study analyses a promisingly developing Roznov brewery and beer spa called Roznovsky pivovar a Roznovske pivni lazne. The brewery offers beer specialities and in its restaurant, the regional culinary products are served. In historical cellars, there is a beer spa, and the brewery also cooperates with other entities of tourist industry. The research has confirmed that the brewery makes use of destination management tools. Moreover, it cooperates with other business entities of tourist industry in Roznov pod Radhostem, e.g. hotels, shipping companies, and with Wallachian Open Air Museum in the first place, which maintains folklore traditions. In case the brewery manages to group together the strongest and most important partners for a strategic cooperation, and forms a net, it can make a flexible international complex system out of the destination, which will be a driving force of the economic development.