Stakeholder-Based Evaluation of Tourism Policy Priorities: The Case of the South Bohemian Region

Abstract

This paper deals with a set of problems related to tourism policy implementation. It emphasises the importance of stakeholder involvement in implementation of tourism policy in tourism destinations.The research is focused on evaluation of tourism policy strategic priorities from the point of viewof destination stakeholders in the South Bohemian Region of the Czech Republic. Its objective is to identify key regional stakeholders in the tourism sector and describe their attitudes to co-operationwith the South Bohemian Tourism Authority (SBTA) on implementation of the priorities which are described in the tourism development plan. The research uses three-step stakeholder analysis that is based on a three-attribute methodology, and a mix of qualitative and quantitative data gathering techniques. The findings are transformed into a comprehensive graphical output designated for the SBTA and a resulting set of managerial recommendations for better stakeholder involvement in the process of tourism development in the South Bohemian Region. The recommendations point both at involvement of various stakeholder groups by building the relationships between them and the SBTA based on more intensive communication and exchange of information and experience, and engagement of primary stakeholders as intermediaries in a newly established stakeholder network.