XXII. MEZINÁRODNÍ KOLOKVIUM O REGIONÁLNÍCH
VĚDÁCH. SBORNÍK PŘÍSPĚVKŮ
22nd
INTERNATIONAL COLLOQUIUM ON REGIONAL
SCIENCES.CONFERENCE PROCEEDINGS
Place: Velké Bílovice (Czech Republic)
June 12-16, 2019
Publisher: Masarykova univerzita (Masaryk University Press), Brno
Edited by:
Viktorie KLÍMOVÁ
Vladimír ŽÍTEK
(Masarykova univerzita / Masaryk University, Czech Republic)
Vzor citace / Citation example:
AUTOR, A. Název článku. In Klímová, V., Žítek, V. (eds.) XXII. mezinárodní kolokvium o regionálních
vědách. Sborník příspěvků. Brno: Masarykova univerzita, 2019. s. 1–5. ISBN 978-80-210-9268-6.
DOI.
AUTHOR, A. Title of paper. In Klímová, V., Žítek, V. (eds.) 22nd
International Colloquium on Regional
Sciences. Conference Proceedings. Brno: Masaryk University Press, 2019. pp. 1–5. ISBN 978-80-
210-9268-6. DOI.
Publikace neprošla jazykovou úpravou. / Publication is not a subject of language check.
Za správnost obsahu a originalitu výzkumu zodpovídají autoři. / Authors are fully responsible for the content and
originality of the articles.
© 2019 Masarykova univerzita
ISBN 978-80-210-9268-6 (online : pdf)
 
 
 
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DOI: 10.5817/CZ.MUNI.P210-9268-2019-71
DEVELOPMENT OF RURAL TOURISM IN THE CZECH
REPUBLIC: CASE STUDY OF THE SOUTH BOHEMIAN
REGION
Rozvoj venkovského cestovního ruchu v České republice:
Případová studie Jihočeského kraje
IVETA HAMARNEH
Katedra ekonomiky cestovního ruchu
Vysoká škola obchodní v Praze, o. p. s.
Department of Economy of Tourism
University College of Business in Prague
 Spálená 14, 110 00 Prague, Czech Republic
E-mail: hamarneh@vso-praha.eu
Annotation
Rural tourism is one of the most significant and especially sustainable forms of tourism, which are further divided
into other subcategories - e.g., agrotourism, eco-tourism, hiking, cycling, walking, etc. The South Bohemian
Region, thanks to its primary and secondary offer, represents a very suitable area for the promotion and
development of this form of tourism. The paper proposes to evaluate the position of rural tourism in South
Bohemian tourism and by primary and secondary data to offer specific recommendations for support of rural
tourism in the region. Specific suggestions include strengthening cooperation between different stakeholders in
tourism or improving transport infrastructure. The questionnaire survey revealed that visitors are interested in
rural tourism in the region, with interest in horseback riding prevailing in specific rural activities. The main
barriers to the development of rural tourism, which have been pursued by semi-structured interviews, include the
lack of cooperation between the tourism stakeholders in the region but with the more or less improving conditions.
Key words
survey, South Bohemian Region, structured interviews, rural tourism
Anotace
Venkovský cestovní ruch patří k významným a zejména udržitelným formám cestovního ruchu, který se dále dělí
do dalších subkategorií – např. agroturistika, ekoagroturistika, turistika, cykloturistika, pěší turistika atd. Region
Jižní Čechy díky své primární a sekundární nabídce představuje velmi vhodný prostor pro podporu a rozvoj této
formy cestovního ruchu. Příspěvek si klade za cíl zhodnotit postavení venkovského cestovního ruchu v rámci
cestovního ruchu Jižních Čech a na základě primárních i sekundárních dat navrhnout konkrétní doporučení
k podpoře venkovského cestovního ruchu v regionu. Mezi konkrétní návrhy patří posílení spolupráce mezi
jednotlivými aktéry cestovního ruchu či zkvalitnění dopravní infrastruktury. Z dotazníkového šetření vyplynulo, že
návštěvníci se o venkovský cestovní ruch v regionu zajímají, přičemž z konkrétních venkovských aktivit převažuje
zájem o hipoturistiku. Mezi hlavní překážky pro rozvoj venkovského cestovního ruchu, které byly vysledovány na
základě polostrukturovaných rozhovorů, patří zejm. nedostatečná spolupráce mezi stakeholdery cestovního ruchu
v regionu, ale s více či méně se zlepšujícími se podmínkami.
Klíčová slova
dotazníkové šetření, Jihočeský kraj, strukturované rozhovory, venkovský cestovní ruch
JEL classification: O13, P25, Q17, Z32
1. Introduction
While the world develops noticeably, tourism has experienced a vital role of economics in both developed and
developing countries. Tourism is generally assumed to be a viable tool of raising the economic activity of the
regions, can promote the destination´s image, and positively influence the employment in the destination.
Across the rural regions of the developed world, the issues of population decline, economic change, and
community regeneration are universal. For over a century, the dominant trends of industrialization and
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urbanization have steadily altered the economic and political position of rural society. In the last 50 years, those
trends have intensified. Farm incomes have fallen in real terms. Technological changes have associated with
declining revenues to diminish employment in rural areas. In response, rural service provision has reduced: shops,
schools, churches, services, and transport facilities have all decreased in numbers and underlying vitality.
Typically, rural populations have aged and become less in whole. Many small cities and villages now try to
maintain their viability. Throughout the world, local and regional government bodies have intervened to address
these issues, with various degrees of success.
In recent years, the rural world has seen new challenges. Nature and landscape conservation is increasingly
regarded as significant. Historic buildings and "traditional" agricultural societies are receiving more attention. In
some more accessible rural regions, there has been an influx of population, of people unhappy about big city living
conditions. But for most parts of the countryside, rural decline issues remain essential. Tourism, on the contrary,
presents a picture of thriving growth (OECD, 1994b).
Given the expected growth of tourism, there is great optimism for rural tourism. Numerous institutions,
organizations and academic researchers have recognized tourism as a potential economic development tool,
particularly for rural communities. Rural tourism can be perceived as a development strategy element to improve
the social-cultural, economic and environmental well-being of rural areas. Rural tourism has been recognized as a
means of such diversification of the rural economy.
Tourism is also a significant part of the shift in the economic base of agricultural societies (Brandth, Haugen,
2011) promoting thus rural vitality and sustainability (Hall et al., 2003). The synergies and interrelationships
between tourism, agriculture and the other sectors of economic activity are more significant with many various
stakeholders becoming involved.
Rural tourism is not just farm-based tourism. It includes farm-based holidays but also contains other range of
activities, attractions such as ecotourism, agrotourism, walking, climbing, hiking, cycling and riding holiday, sport
and health tourism, hunting and angling, art, cultural and heritage tourism, and in some areas, ethnic tourism.
Rural areas are vital to the European Union as they reach about 90 % of the territory and hold about 60% of the
population. Though economic activity leads to concentrate in urban areas, rural regions generate around 17% of
the gross value added and provide more than 20 % of the employment (European Commission, 2011).
According to the OECD can be stated that rural areas are currently experiencing meaningful economic, social and
cultural changes. They are mostly induced by the international trade liberalization, the development of information
and communication technologies and the strengthening of rural development policy. These areas are confronted
concurrently with current weaknesses and new challenges and opportunities. It is widely accepted that farming no
longer forms the „backbone‟ of rural economies and its contribution to the GDP formation and employment in
most rural regions is in relative decline (OECD, 2009).
The primary purpose of the research is to evaluate the position of rural tourism in South Bohemian tourism and by
primary and secondary data to propose specific recommendations for support of rural tourism in the region.
2. Literature Review
Tourism is integrated from mass and alternative tourism. Mass tourism is characterized by a large number of
visitors seeking holidays in popular resort destinations. Alternative tourism is sometimes referred to as "special
interest tourism," "responsible tourism" or "sustainable tourism" and it is usually taken to mean alternative forms
of tourism which maintain the contact and understanding of residents´way of living and the local natural
environment (Smith, Eadington, 1992).
Rural tourism can be an excellent example of alternative tourism due to its positive impacts which we can
recognize. Rural tourism is making a valuable contribution to the better financial situation in the destination, can
assist job retention in services such as retailing, transport, hospitality and medical care (Irshad, 2010). Rural
tourism can contribute towards funding conservation, encouragement to the adoption of new working practices
and "the sense of place" of rural tourism can support good relation between residents and visitors.
Rural tourism is not a new phenomenon in Europe. However, in current years the market has become more
complex and distinctive, and there has been a growing interest in tourism as a valuable tool for much-needed
diversification of the rural economy (European Commission, 2000). As far as the definition of agricultural/rural
tourism is concerned, it is difficult to find a clear and universal one due to its multifaceted nature. Lane (1994) and
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Reichel et al. (2000) define rural tourism as the tourism that is located in rural areas while Gannon (1994) as a
range of activities, services, and facilities produced by farmers and rural people to attract visitors to their territory
to create extra income for their businesses.
By analyzing national definitions of rural, the most common criteria that dominate in the debate on rurality are:
(OECD, 1994b):
 population criteria (density and size);
 land uses, and its dominance by agriculture and forestry;
 "traditional" social structures and issues of community identity and heritage.
The preferred criterion is a population density of 150 persons per square kilometer. The rural municipality may
vary in size, but they are small, and always with a population of fewer than 10 000 citizens.
The only internationally recognized definition of rural areas is based on the OECD methodology (OECD 1994a;
2009). The OECD rural typology is based on the share of the population which is rural, into the following three
types of regions:
 predominantly rural regions (more than 50 percent of the population living in rural communities);
 significantly rural regions (15 to 50 percent of the population living in rural communities);
 predominantly urban regions (less than 15 percent of the population living in rural communities).
The European Commission has consistently used the OECD methodology to define rural areas (European
Commission, 2007). However, since 2010, the European Commission agreed on a new typology of „predominantly
rural,‟ „significantly‟ and „predominantly urban‟ regions, based on a variation of the previously used OECD
methodology. The method builds on a simple approach to building clusters of urban grid cells with a minimum
population density of 300 inhabitants per km² and a minimum population of 5000. All the cells outside these urban
clusters are considered as rural (Eurostat, 2011).
The current development of rural tourism in the Czech Republic is an opportunity for the growth of structurally
depressed regions which usually have attractive natural conditions. The Czech Republic keeps to the OECD
definition (Moravec, Novotný, Bocher, Mamdy, Chladek, Leuthold, 2007). Rural spaces cover low-density
population areas, with open space and small municipalities of a population less than 10 000. Among other
characteristics of rural areas in the Czech Republic belong: the use of land is primarily connected with agriculture,
forestry and the protection of nature and landscape; people were living in these areas are inclined to traditionalism;
the influence of traditional conventions is often dominant.
3. Methodology
The purpose of the paper is:
 to map the situation in rural tourism in general and in the Czech Republic as well;
 to evaluate rural tourism in the frame of the tourism in the South Bohemian Region;
 by primary and secondary data, propose specific recommendations to support rural tourism in the South
Bohemian region.
The analysis and data presented in this paper are based on primary and secondary research. For detection of the
current state of rural tourism in the Czech Republic were used the data from the following sources: Czech
Statistical Office, Ministry for regional development and South Bohemian tourism organization.
At the same time, the primary research (questionnaire survey and semi-structured interview) was used. The
questionnaire survey aimed to identify and specify the interest in rural tourism among visitors of the South
Bohemian Region (domestic visitors). Before launching the questionnaire, pilot research was applied to a sample
of 15 randomly selected respondents to uncover any ambiguities in the structure and content of the survey. Then
100 printed questionnaires were placed in accommodation and gastronomy facilities, tourist information centers
and selected cultural monuments. The return rate was 58 %. The following hypotheses were formulated:
H1: Most of the respondents are interested in participating in rural tourism in the South Bohemian Region.
H2: Cycling is the most popular accompanying attraction in rural tourism in the South Bohemian Region.
Semi-structured interviews aimed to find out whether entrepreneurs in the region (accommodation and gastronomy
facilities) perceive rural tourism as a vital tool for future development and whether, in their opinion, cooperation
between tourism entrepreneurs in the region is sufficient. A total of 100 business units were approached, only 22
agreed to be interviewed. Respondents were selected through the snowball method. Two hypotheses have been
established:
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H3: Most respondents agree that rural tourism is an appropriate growth tool for the future development of tourism
in the South Bohemian region.
H4. Most respondents argue that cooperation between entrepreneurs in the South Bohemian region is not sufficient.
The questionnaire survey and semi-structured interview were carried out between October 1 and November 10,
2018.
4. Results and discussion
Currently, rural tourism is a significant industry in tourism, covering 10 – 20 % of all tourism activities. Usually,
small, often family-run, firms are engaged and are estimated to be more than 2.5 million in Europe, and their
importance for employment and the overall development of rural areas is not negligible. The rural environment
represents around 60 – 70 % of the inhabited area in European conditions. These areas are a natural place for
relaxation and various types of recreation especially for visitors from cities and conurbations (Pilný, 2019).
4.1 Rural Tourism in the Czech Republic
Rural tourism is not new to the Czech Republic. Visits to the rural country, especially with farming families in the
form of “summer lodging” were an essential part of pre-war tourism in the Czech Republic. After World War II
though, the ties between the urban and rural areas were broken, and rural tourism in its pure form disappeared for
a long time. The regular use of cottages and country houses began developing, nevertheless without a direct relation
to a typical rural environment. After 1989, the rural country went through significant changes. Agricultural
production was restructured, and agricultural undertakings were transformed. As a result of these processes, the
number of people employed in the industry decreased substantially. To sustain land-based prosperity and
permanent population outside urban centers, it was necessary to look for new tools of economic revitalization.
Development of rural tourism and its specific product, agrotourism, is therefore significant for those regions that
had been affected by the restructuring and transformation most. It not only introduces new businesses but also
encourages the creation of employment and subsequently, the stabilization of population in rural areas. Another
cause of the development of rural tourism is the worldwide trend of returning to nature and living in its proximity
in harmony.
The Czech Republic is well preconditioned for the development of rural tourism by natural, cultural and historical,
social and other attractions. Most favorable ratings usually go to the scenic rural landscape, human potential and
extensive communicational network that make a good setting for accessibility to even the most remote villages in
the country.
Nevertheless, along with the above advantages, there are also many problems impeding rural tourism development
in the Czech Republic. These are primarily the deceleration of rural tourism in municipalities by frequently falsely
perceived competition between businesses and the local authority. Effective use of marketing in a municipality
requires a suitable organizational and institutional, municipal structure where a regional tourist association plays
a prime role. Such associations are missing in most municipalities and regions. A fundamental mistake is missing
cooperation of individual businesses. While such collaboration is common in countries with developed tourism,
our state shows the mutual jealousy of these businesses. They still have not come to realize that joint action in
meeting the needs and requirements of tourists is both important and beneficial. Municipalities do not carry out
market researches and do not know their visitors. Owing to this lack of knowledge, they are not able to address
particular market segments or evaluate individual tourist seasons. Another, no less critical obstacle may be the
partly planned development strategy of different regions and municipalities. Also, the development of rural tourism
faces insufficient capacity uneven distribution and not always good quality of collective accommodation facilities
(Ministry for Regional Development of the Czech Republic, 2006b; Moravec, Novotný, Bocher, Mamdy, Chladek,
Leuthold, 2007).
The Czech Republic has about three types of rural areas, each of which is characterized by different trends
(Ministry for Regional Development of the Czech Republic, 2006a). This difference results from their distance
from urban areas. Rural areas surrounding large cities, which are affected by suburbanization and witness a
significant population increase, affecting their development and particularly their investment priorities. The
population works mostly in production and services and commutes to the catchment cities; however, most of the
lands are used for agriculture. Rural areas characterized by normal development and located at a greater distance
from large settlement centers, but with good transport connection and relatively available infrastructure. These
areas have a stable population and undergo an economic diversification process. Such easily accessible rural
regions have the potential to become the recreational background for urban areas, which has a specific impact on
their needs. Peripheral rural areas, which are scarcely populated, isolated from catchment cities and main transport
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network. Such regions can be found in the Czech Republic at the level of districts and micro-regions and include,
in particular, the border and the mountainous areas in the north-eastern part of the country.
The Rural Development Programme of the Czech Republic for the period from 2007 to 2013 have proceeded from
the National Strategic Plan of Rural Development. It was prepared by Council Regulation (EC) No. 1698/2005
and operating guidelines of the above-stated standard.
The existence and the realization of the Rural Development Programme of the Czech Republic assist in achieving
the goals set by the National Strategic Rural Development Plan. Among the primary aims belonged (and belongs)
the development of the rural areas of the Czech Republic according to the principals of sustainable development,
environmental protection and reducing the negative impact of intensive agriculture (Ministry of Agriculture,
2008). The programme further helps to create conditions for the competitiveness of the Czech Republic in essential
food commodities. The Programme also support and expand the diversification of economic activities in the
countryside, to develop entrepreneurship, creating new jobs, lowering the unemployment rate in the landscape and
strengthening the cohesion of the rural population.
The following documents are valid for the development of rural areas in the Czech Republic from 2014 to 2020:
 Rural Development Programme of the Czech Republic for the period 2014-2020;
 Regional Development Strategy in the Czech Republic (2014 - 2020);
 National strategic plan LEADER 2014+.
Vystoupil&kol. (2007) do not primarily define the rural areas, but they deal with the overall functional-spatial
structure of the land use, which determines the ratio of recreational areas in the total area village. The appropriate
area for the recreation areas is considered to be forest land, meadows, pastures, gardens, orchards and surface
water (flowing and standing water). According to the functional-spatial structure of the land, the Czech county can
be divided into three groups of rural areas:
 very favorable rural areas for tourism;
 average favorable rural areas for tourism;
 less favorable rural areas for tourism.
The level of rural tourism development in individual regions of the Czech Republic differs. While in some areas
the potential is sufficient (South Bohemian Region, Central Bohemian Region, South Moravian Region), others
do not have suited potential for development of rural tourism.
4.2 Rural Tourism in the South Bohemian Region
The South Bohemian Region is the second largest in the area in the Czech Republic after the Central Bohemian
Region. Tourism in the South Bohemian Region has long been seen as an essential economic development factor.
From both foreign and domestic visitors, this region belongs among the most visited (Czech Statistical Office,
2018) and the most attractive regions of the Czech Republic. Its attractiveness is due to its location, natural wealth,
numerous cultural and historical monuments and generally suitable conditions for the development of hiking,
biking, horseback riding and family-related experiences (JCCR, 2019). The assumptions mentioned above make
the region one of the areas with the highest potential for the development of environmentally friendly forms of
tourism, incl. rural tourism.
According to the questionnaire survey, H1 was approved (Most respondents are interested in participating in rural
tourism in the South Bohemian Region), and H2 exposed (Hipotourism was not the most popular accompanying
activity in rural tourism, not cycling). Furthermore, respondents pointed to the still insufficiently developed
tourism transport infrastructure, but on the other hand, they positively evaluated the quality of hiking trails
(including signage) and conditions for horseback riding and cycling. In particular, the offer of leisure activities in
case of bad weather is limited compared to the foreign competition.
The interviews were evaluated by the coding method in MS Excel (Švaříček, Šeďová, 2007), during which four
main categories expressing the answers of most respondents were created (support for rural tourism, nonfunctioning
cooperation, insufficient financial resources, support for regional food). Based on semi-structured
interviews, the following information was found:
 The majority of respondents perceive rural tourism as a form that should be developed in the future and which
the South Bohemian region should focus on;
 Respondents add that in addition to natural and cultural attractions, the region also offers local/regional food,
which is an integral part of the so-called friendly tourism;
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 The majority of respondents also highlighted the high seasonality of the region, and it would be appropriate
to expand the offer of tourism to eliminate seasonality;
 Respondents also pointed out insufficient financial support for tourism activities, respectively inefficient
acquisition and redistribution of funds;
 The majority of respondents identified cooperation as problematic or inoperative. Only a few respondents
evaluated the participation neutrally or positively. Respondents commented not only on collaboration among
themselves (among entrepreneurs) but also about local government or residents;
 Despite some critical opinions, some respondents acknowledged that there was more or less improved
cooperation with the local government.
Semi-structured interview confirmed both H3 and H4.
Specific suggestions and recommendations to support rural tourism in the South Bohemian region include:
coordinated cooperation of tourism stakeholders, improving transport infrastructure, more effective gain and
redistribution of funds, encouraging residents' interest in tourism and overall regional developments, creating new,
innovative products focused on to improve the offer of tourism out of season, to create packages of services for
families with children (to join private accommodation with visitors to cultural and historical monuments).
5. Conclusion
Rural tourism as one of the potential forms of rural enterprising is winning more and more popularity in the world.
It is not just a fad but, to a certain extent, the expression of the contemporary approach to nature and the
environment. Healthy lifestyles are more visible in daily activities. For example, people are more interested in bioproduce
of ecological farms. This trend is gradually becoming more distinct in Czech conditions, as well.
It is essential to examine rural tourism as a vehicle that helps with solving some of the problems in rural areas,
such as unemployment, retention of the cultural function of landscape or lower migration of rural population.
As a result of all these positive reasons and benefits, rural tourism should further develop. Nevertheless, we cannot
expect that it would reach the same dimensions in the Czech Republic as in more developed countries of the
European Union. Considering its different historical development as well as various economic, social and
legislative conditions, the Czech Republic will probably focus more on other forms of rural tourism than on
agrotourism, which is firmly related with farming or other land-based production. Still, we can assume that the
number of agritourism farms will increase even in the Czech Republic and their standard will continually improve,
with Czech and foreign tourists not only from Europe but from the entire world as their visitors.
The South Bohemian Region have very favorable conditions for rural tourism development. This region´s rural
areas dispose of natural and culturally historical potential. According to primary and secondary research can
recommend:
 For successful enterprising, the cooperation of all stakeholders (agricultural entrepreneurs, accommodation
facilities, gastronomy facilities and providers of other associated services, self-government level) involved is
inevitable.
 Further, it is necessary to do marketing at the municipality, region and state levels. The creation and
subsequent implementation of a marketing concept must be based on the cooperation of business entities, state
administration bodies, and local self-government, as well as all other parties involved, including the village
and region population.
 Municipalities should not exert their efforts on everything but focus on a particular tourism product only and
base the region image on it.
 To improve informedness about enterprising in rural tourism, the Czech Republic should have more various
seminars on this topic.
 For future development of rural tourism in the region is essential to improve transport infrastructure.
For this issue to be comprehensively discussed, it is fitting to continue with primary research targeting the
residents. The aim would be to find out how the local community perceives the importance of tourism, and
subsequently rural tourism, and how it evaluates the region's potential for the future development of rural tourism
and whether this form of tourism can have a positive impact on the quality of life of the region's population. It is
possible to continue in the questionnaire survey, which would be aimed at foreign visitors, who are also a
significant segment of the region's attendance.
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