Rožnovské pivní lázně jako leader destinačního managementu v mikroregionu

Abstract

Roznov Brewery and Roznov Beer Spa work towards a completely unrivalled approach towards their clients in the spa sector. Their main goal is to combine components of alternative medicine based on methods used in ancient Egypt and eastern cultures, with both common and less common wellness and physiotherapeutic methods. On the premises, there is a beer spa, a sea spa and a children's spa. Besides beer from the brewery, there is also a chocolate factory offering their products. Though part of a former malt house has been converted into accommodation, its capacity is insufficient; to meet demand, they cooperate with five local hotels (in which laundry services are also provided). As the brewery and spa cooperate with a national carrier, our visitors can make use of concessionary fare. Thus, Roznov Brewery and Roznov Beer Spa are becoming the most important entity for destination management in the microregion. They also successfully incorporate and support traditions of local folklore. Methods used for the research include: observation, interviews with managers of Roznov Brewery and Roznov Beer Spa, location field research during a number of stays in the beer spa. In the course of data collection, the marketing mix, competitor analysis, SWOT analysis and guests' preferences were analysed. After the data processing, the methods of analysis, synthesis, induction, and deduction were used. The field research began from 2011 to 2017; the interviews took place mainly in 2016.