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Sustainable development : one of the most
important features of modern society, meeting our
needs without threatening the needs of future
generations
Rural areas : less dev eloped areas, which have
many specific problems
Strategic planning : the main tool for the socialeconomic development
Rural tourism : can positively influence regional
development, must be supported and conditions
for its positive development have to be created
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the definition first mentioned in 19th century by Sorokin and
Zimmerman in their “ Principles of Rural Urban Sociology “
making international comparison of rural conditions and
trends = at the regional level OECD distinguishes :
 PRR
 SRR
 PUR
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after the EU entry, we use indicators commonly used by the
OECD and the EUROSAT:
 population density per km2
 number of inhabitants living in villages than 100 inhabitants
per 1 square kilometer
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source of national heritage, culture and essential part of
national symbols, places for living, recreational areas,
cultural and natural space
perceived as problematic issues of modernization,
transformation of agriculture, increasing unemployment
Role of agriculture
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is not able to provide
economic stability of
rural areas
multifunctional
perception of the
agricultural sector
means not only the
preservation of
landscape, forests,
water and
environment, but also
protection of rural
areas as the place for
life in the developed
infrastructure and
employment
opportunities
Rural tourism
takes place in rural areas
relates to low population
tourism evolving both outside
recreation and tourism
centers and outside urban
areas
 very popular in the
economically developed
countries
 economically and socially
positive impact
 decentralization of
accommodation allows
visitors to spread all over the
region and provides good
opportunities for individual
activities
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to set the procedure
of the analysis of rural tourism potential, and
stress out the necessity of utilization of the
effective planning and marketing
approach as a key aspect in rural tourism
entrepreneurship
are base upon the information from
the literatures and practical experience of
the author further information was gained
from the research through an electronic
questionnaire
1.
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2.
3.
4.
5.
6.
7.
8.
EVALUATION OF THE PLACE APPROPRIATENESS FOR RURAL
TOURISM
Demographic, social and economic features, community plans and
stakeholder expectations
Analysis of the area potential
Analysis of the current state
Evaluation of organizations and institutions which support tourism
Current problems and obstacles
ANALYSIS OF BUSINESS AND LOCAL SPECIFIC RISKS IN
RELATION TO RURAL TOURISM : 2 levels, Catwoe
methodology
TREND DESCRIPTION : indicators of the place, trends in EU
ATTRACTIVENESS OF THE LOCALITY
SELECTION OF THE RIGHT PLACE FOR RURAL TOURISM
INFRASTRUCTURE REQUIREMENTS
FINANCIAL RESOURCES
MARKETING STRATEGY

Rural tourism should be based on
understanding the lifestyle of the users of
products and services of rural tourism requires a very good business planning
with a strong focus on following issues:
technical, economics, social, marketing
STRATEGIC PLANS OF RURAL TOURISM
SHOULD RESPECT THE PRINCIPLES OF
SUSTAINABLE DEVELOPMENT:
1.
2.
3.
4.
5.
Sustainability oriented use of
local resources
Responsible and ethical
approach towards the artificial
and natural environment
Local benefits should be planned
way ahead with respect on the
long-term sustainability
Stakeholders should be informed
on their relations and influence
on the environment
There should be some limits
defined for the locality
STARTEGIC PLANS LEAD TO A
SITUATION ANALYSIS OF THE
LOCALITY. IT SHOULD BE
FOCUSED ON FOUR ELEMENTS:
1.
2.
3.
4.
CURRENT
SITUATION
TREND
DESCRIBTION
COMMUNITY
DEVELOPMENT
PLANS
REALISATION
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Benefits of the rural tourism can be seen
from the following criteria :
Economic : job creation, source of capital, housing
renovation
Social : public service improvement, revitalization
of folklore and local traditions
Environmental : increasing the overall
environmental knowledge of visitors and local
people, increasing use of natural, cultural and
historical potential
Costs relating to the rural tourism :
infrastructure, energy, waste collection
costs
 Risks of tourism: environmental damages,
social-cultural changes of the region
(lifestyle changes)
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All human activities have impact on the
environment. It is therefore necessary to use
tools and procedures for the assessment of
such environmental impacts – so called “EA
– environmental assessment procedures"
which can be used at different levels of
management:
Environmental Impact assessment EIA
Strategic Environmental Impact analysis SEAN
Strategic Environmental Impact assessment SEA
Should be built on the knowledge of the
lifestyle and needs of clients
 Besides standard marketing activities it
should also include an assessment of
locality, products and services provide:

Marketing research
Marketing analysis
SWOT analysis of the locality
Analysis of products and services
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As soon as a marketing plan is done,
financial and marketing strategies can be
defined
Social economics require an open political
system. The aim of the most regional strategies is
to identify main trends of development of micro
regions.
 The following can be concluded from the
electronic questionnaire from Hradec Kralove:

 Almost all villages have strategic plans
 Most of them are expert based
 Strategic focus is often missing
 They are often economically orientated
 Activities of the main focus often lead to repairing the existing
burdens
 Activities are often locally based
 Very often they do not meet one of the basic features of strategic
planning = the use of local resources
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If we want rural areas to be sustainable, they must have
the appropriate financial resources and revenues.
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Individual activities are predominantly dependent on the
personal will of politicians.
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Strategic documents should be used as tools for discussion
about the main problems and solutions.
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Rural tourism contributes to the protection of demographic
structure of rural areas and supports the specific cultural
heritage and environment.
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Within strategic development of rural areas, it is necessary
to have in mind small enterprises and to support them in
their innovativeness.