Abstract:

Beer tourism represents one of the most emerging forms of adventure gastronomic tourism in the last ten years. Beer tourism connects the participants with the visits of breweries, beer festivals, beer and beer specialties degustations and other activities and services linked with the product. The aim of the beer tourism SWOT analysis (strengths, weaknesses, opportunities and threats) is to suggest optimal marketing strategies with the aim of maximal support of beer tourism development. Beer represents a significant export commodity maintaining its position to present days and wide spreading good reputation throughout the world. Foreign tourists consider Czech beer as the second greatest attraction in the Czech Republic following historical monuments. The development of microbreweries in the Czech Republic has become a significant phenomenon of the last five years. It can be assumed that these small breweries represent an attractive but so far underused potential for tourist industry, and it can increase the attractive supply for future development of travel and tourism in small destination as well as in large towns.