Marketa Novotna

Marketa Novotna
Masaryk University | MUNI · Department of Regional Economics and Administration

Ph.D.

About

53
Publications
13,374
Reads
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82
Citations
Citations since 2016
48 Research Items
81 Citations
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20162017201820192020202120220510152025
Introduction
Sustainable tourism and sustainable development and relevant consumer behaviour with regard to the sustainability impact and its measurement. Using both quantitative and qualitative methods, desk research, field research.
Additional affiliations
May 2016 - present
Masaryk University
Position
  • Professor (Assistant)
Education
September 2014 - September 2018
Masaryk University
Field of study
  • Public Economics

Publications

Publications (53)
Chapter
Full-text available
The paper deals with the issue of unbalanced tourism development in one of the Czech popular tourism destinations – Mikulov region. This destination is an excellent example of a cultural landscape with the unique environment of UNESCO Biosphere Reserve. However, some parts of the destination seem to remain highly underdeveloped compared to the dest...
Article
Full-text available
Purpose Effective management of shopping centres requires a good understanding of the consumers' behaviour and preferences as well as meeting the demand-side needs. The purpose of this paper is to elucidate the factors affecting the frequency of shopping centres' visits, providing implications for shopping centre managers from the perspective of a...
Article
Full-text available
The affluent society and its leisure lifestyle and luxury consumption can influence the future tourism trends. One key prerequisite shaping the future of luxury tourism is the shift in values from the material to the experiential purchases. It is related to the assumption that money spent on experiences can satisfy various people's needs. Moreover,...
Article
Full-text available
The research paper gives a detailed understanding of mutual interactions in a different socio-cultural and economic context. The research focuses on network relations established due to the participation in a tourism product. The aim is to identify behaviour of the key stakeholders in destination development from the network perspective in the cond...
Article
Full-text available
Within the tourism industry, luxury tourism is becoming a growing trend. Thanks to the generosity and willingness of affluent clients to pay, this form of tourism can also be understood as a vehicle for regional development and economic growth. However, to stimulate the decision-making process of luxury consumers, it is necessary to implement effec...
Book
Full-text available
The text of the book presents a comprehensive view of the development and transformation of retail in Central Europe, particularly in the Czech Republic, Slovakia, Poland and Hungary (Visegrad Group, V4 countries). These countries have long common historical links and culture, consequences of socialist past, and their common economic and geopolitic...
Chapter
Tourism development in the Czech Republic can be characterised as highly unbalanced. Some attractive tourist places, especially urban destinations, are visited by a relatively large number of visitors, often exceeding limits of the carrying capacity. Therefore, some of the highly exposed and popular tourist hotspots. Overcrowding of these areas is...
Conference Paper
Full-text available
The transport sector is one of the largest sources of greenhouse gas emissions, making a significant contribution to climate change. As the tourism sector is linked to movement in space and the choice of transport mode, it is also affected by the issue of sustainability. The paper aims to evaluate what factors influence the choice of sustainable tr...
Chapter
Luxury consumption in the Czech Republic and other post-socialist countries has a shorter history than in the developed Western countries. The historical development of these countries still reflects the differences in buying behaviour. The chapter focusses on luxury travellers' behaviour and consumption patterns in the Czech Republic. In the Czech...
Article
Full-text available
Shopping centers do not operate in a vacuum but in a society of diverse stakeholders who influence their profit and growth. Therefore, shopping centers management addresses the problem of incorporating social dimensions in their management. The paper aims to identify and evaluate managerial approaches and marketing strategies of shopping centers in...
Chapter
Full-text available
Ballooning, alternatively also balloon flying or riding, can be defined as an aerial tourism activity. Balloons flights take place in popular tourist areas with concentrated natural or cultural-historic attractiveness, for example, in European and Mediterranean space. In a broader context, balloon tourism can be defined as a segment of niche touris...
Article
Full-text available
Understanding tourist spatial behaviours is essential for strategic planning and sustainable development. Especially at the city-level, data provide implications for spatial planning and transport governance. Intraregional tourist flows to cities contributed significantly to the total volume of tourists within the Central European region before the...
Article
Full-text available
The Czech Republic is typical for its fragmented settlement structure with a high number of small self-governing municipalities. Such a distinction causes many problems, including a non-effective way of their management. Even though various integration methods have already been applied in Europe for several decades, the Czech Republic, due to its h...
Article
Full-text available
The aim of the paper is to critically evaluate the similarities and differences in the development of the temporal and spatial structure of shopping centers in the Czech and Slovak republics. We focused on the retail transformation and sustainable manifestations of the location and construction of shopping centers. We classified shopping centers ac...
Article
Full-text available
Hot air ballooning as a niche outdoor activity has become popular in the Czech Republic in the last two decades. It provides not only authentic experiences but also a feeling of intense excitement. This research note aims to report on the consequences of the COVID-19 pandemic on balloon tourism. It presents initial results on new ideas regarding op...
Article
Full-text available
Článek vysvětluje příčiny změn v cestovatelském chování v důsledku pandemie. Odkazuje na interaktivní přehled vývojových dat v návštěvnosti krajů i turistických oblastí Česka. Tato data dobře dokumentují změnu trendu a poskytují příležitost pro diskuzi, jak a proč je tento trend také ovlivňován turistickým a rekreačním potenciálem jednotlivých územ...
Conference Paper
Full-text available
The paper deals with the issue of urban tourism and destination sustainability in the context of global megatrends. It builds on previous theoretical studies which identified and analysed current global trends affecting tourism and its sustainable development. Based on the knowledge of the key trends and their potential impact on destination sustai...
Article
Full-text available
The densely populated cities with significant cultural potential face challenges in keeping tourism in line with sustainable principles. One option to deal with the negative impacts of tourism on their local environment is to use creative tools. This paper aims to evaluate the importance of creative tools for sustainable tourism in selected Central...
Conference Paper
Full-text available
The paper deals with the issue of urban tourism and destination sustainability in the context of global megatrends. It builds on previous theoretical studies which identified and analysed current global trends affecting tourism and its sustainable development. Based on the knowledge of the key trends and their potential impact on destination sustai...
Article
Full-text available
V českém prostředí nebyla institucionalizace metropolitní spolupráce dosud významněji podporována na žádné z klíčových prostorově-hierarchických úrovní (obecní, regionální, národní), zatímco její význam je v mnoha vyspělých zemích zdůrazňován a rozvoj metropolitních regionů je v EU velmi podporován. Navíc se plnohodnotná odborná interdisciplinární...
Article
Full-text available
The paper focuses on the spatial behaviour of visitors in the context of current megatrends. It aims to identify and characterize the spatial behaviour of the Czech users of the Airbnb service. Firstly, there is a theoretical-methodological and conceptual anchoring of the issue of tourism, mobility,and megatrends. The next part analyses the results...
Poster
Full-text available
Vznik metropolitních oblastí lze považovat za vývojově vyšší fázi urbanizace spojenou s rozvojem postindustriálních procesů (Hall, Hay, 1980; Van den Berg, et al. 1982). Kromě prostorového aspektu se metropolitní oblasti vyznačují řadou kvalitativních charakteristik. Představují nejen největší územní koncentrace ekonomiky a obyvatelstva, ale i kval...
Conference Paper
Full-text available
Transport infrastructure is an essential component of competitive tourism development and a key element in moving the tourists efficiently nearer to the tourism product. The location, capacity, efficiency, and connectivity of transport can significantly influence the mobility of tourists and enhance the destination´s accessibility. Researchers´ int...
Conference Paper
Full-text available
The paper focuses on one of the current global trends related to the expansion of the sharing economy and short-term accommodation services on the Internet platform. The paper aims to evaluate the socio-economic impacts of the Airbnb service in the capital city of Prague, which is one of the most visited cities in Europe. The Airbnb phenomenon, whi...
Chapter
Full-text available
Kapitola se zaměřuje na udržitelný rozvoj cestovního ruchu na venkově. Ačkoliv se vzhledem k potenciálu venkovské krajiny stává cestovní ruch vhodnou možností hospodářské diverzifikace těchto oblastí, je nutné brát v úvahu, že jeho rozvoj by se měl odehrávat v souladu s estetickými předpoklady krajiny a potřebami místní komunity. Formování udržitel...
Conference Paper
Full-text available
Rural tourism is one of the sustainable forms of tourism that, by its nature, can be considered as a counterpart to destinations suffering from overtourism fulfilled by mass tourism. The demand's motivation for participation in this form of tourism is principally the desire for contact with (untouched) nature, the necessity to relax from a busy cit...
Article
Full-text available
The increasing importance of tourism and the growing number of tourists put pressure on tourist destinations. To support competitive and sustainable tourism development, it is advisable to focus on alternative forms of tourism in order to diversify tourism options in the destinations. From this point of view, it seems appropriate to deal with the i...
Presentation
The Airbnb platform is not only a widely sought option for affordable accommodation but also a highly controversial phenomenon. This phenomenon is discussed in the context of the sustainable development of the destination. In addition to the economic problems, associated with tax evasion, speculation affecting the housing markets, or the impact on...
Presentation
Full-text available
Traveller decision-making process is like a black box. Several researchers (Woodworth, 1929; Moutinho, 1982; Middleton, 1994; Martin & Woodside, 2012; Laesser, 2018) attempt to reveal what is behind the process. However, there are still a lot of questions rather than answers. The ambition of the paper is not to open the black box, but relay on the...
Conference Paper
Full-text available
Many destinations still measure their success by the number of visitors, preferring the-more-the-better-principle. However, in the case of sustainable destination development, maximization of the number of visitors may not be the optimal option due to the excessive burden of the area. In this respect, the number of visitors must not exceed the carr...
Conference Paper
Full-text available
The paper focuses on the issue of the tourism destination sustainability which is confronted with the problems caused by the different global trends. However, to determine particular approaches to managing tourism impacts on destination sustainability, it is necessary to identify the current global trends currently affecting tourism. Therefore, the...
Article
Full-text available
The increasing importance of tourism and the growing number of tourists put pressure on tourist destinations. To support competitive and sustainable tourism development, it is advisable to focus on alternative forms of tourism in order to diversify tourism options in the destinations. From this point of view, it seems appropriate to deal with the i...
Poster
Full-text available
As a result of demographic development, there are changes affecting different aspects of the economy. Tourism from a multidisciplinary view point is also influenced by these trends. Variables such as population aging, change in values and lifestyles shape tourism demand and affect the travel to destinations. It may put pressure on the destination s...
Conference Paper
Full-text available
The paper focuses on the use of historical monuments in rural areas. This issue is discussed in the context of sustainable development of rural destinations, as well as the response to new tourism demand trends. As a concrete example of good practice, the organization Balloon Chateau Ltd., which manages private chateau area in Radešín, is introduce...
Article
Full-text available
This paper focuses on the tourist flows between Central European metropolises. The main aim is to identify these flows and to evaluate position of metropolises within the spatial structure of the Central European tourism. The core of the analysis lies in the evaluation of the main tourist flows and their spatial distribution. Hence, the paper measu...
Presentation
Full-text available
The research paper extends the previous knowledge on destination management in the Czech Republic. It gives detailed understanding of mutual interactions in the socio-cultural and economic context. The object of the research is network relations established due to the participation in a tourism product. The aim is to identify the role of small and...
Article
Full-text available
This paper deals with the entertainment industry and its importance for tourism and regional development. It analyses the amusement parks and evaluates their economic aspects in Europe. The findings serve as a benchmark for comparing the situation in the Czech Republic. The size of demand, as well as current conditions, are taken into account. The...
Article
Full-text available
From the economic-geographical approach point of view, a tourism destination is traditionally regarded as a defined geographical area. However, the destination can be considered as a socio-economic system composed of a variety of entities, with many certain types of links among them. Increasing pressure on the destination competitiveness requires m...
Presentation
Full-text available
With the growing importance of tourism, it is necessary to coordinate activities undertaken by the stakeholders in a tourist destination. The effective cooperation among stakeholders can increase visitor satisfaction and consequent destination competitiveness. Destination management organization (DMO) should play a significant role in coordinating...
Article
Full-text available
The aim of this paper is to compare and assess the position of the spa and wellness sector in the structure of tourism in the Czech Republic. In this context, the article deals with the brief history of the Czech spa tourism and the development of spa tourism in the spa resorts, including the focus of specialized literature review. The methodologic...
Conference Paper
Full-text available
The mountain landscape is considered to be one of the most attractive areas for tourism development because of its favourable natural conditions. Due to the large share of the potential recreation areas, there are almost one-third of all beds concentrated in mountain areas. Therefore, the aim of this paper is to specify the impacts of tourism in se...
Article
Full-text available
The paper focuses on the analysis of the quality of tourism services. The tourism product consists of various services provided by the private sector, as well as public sector. Naturally, visitor experience depends on the quality of both types of services. The public sector has its irreplaceable role in the field of quality management and implement...
Presentation
Full-text available
Cooperative behaviour and relationship are assumed as determinants of the successful development of tourist destinations. Previous findings reveal that cooperative relationship can be studied from the perspective of the resource dependency theory, the strategy behaviour theory, and the transaction cost theory. There are two necessary factors that m...
Article
Full-text available
The management of a tourist destination in the form of networks is considered to be one of the possible approaches to destination governance structures. The concept of destination governance is based on the cooperation between actors from the public and private sectors. It is known that public–private relationships built on trust, joint risk taking...
Article
Full-text available
The focus of the submitted article is to introduce the findings of author’s research in the area of destination management process conducted in the developed (Alpine) tourist destinations in the year of 2014. The theoretical part based on a literature review summarizes current knowledge dealing with the destination management process in terms of ap...
Conference Paper
Full-text available
The article presents a comprehensive overview of research areas in the field of tourism policy. Its aim is to evaluate the development and changes in tourism policy research and characterize actual topics. The main research material for the formation of the overview of main research directions are the scientific articles that were found in the arch...
Conference Paper
Full-text available
The issue of tourism destination governance is a current topic abroad and becomes the subject of many studies. Essentially, the concept of tourism destination governance extends the theory of destination management (Bieger, 1996; Bratl and Schmidt, 1998; Ritchie and Crouch, 2003; Holešinská, 2012), which is based on cooperation and relationships be...

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Projects

Projects (12)
Project
Projekt je orientován na tvorbu nových profilových předmětů pro navazující magisterský program Regionální rozvoj (specializace Cestovní ruch) na Ekonomicko-správní fakultě MU. Obsahová náplň těchto předmětů reflektuje aktuální trendy v oblasti cestovního ruchu, mezi něž patří i udržitelnost, ale také zásadně propojuje výsledky vědecké činnosti členů realizačního týmu s praktickými zkušenostmi externích odborníků. Ambicí projektu je zavedení nového výukového konceptu, který využívá moderní učební metody a digitální technologie za účelem posilování praktických a interaktivních aspektů výuky. Odborné znalosti a dovednosti studentů v oblasti udržitelného cestovního ruchu jsou posilovány aktivizujícími výukovými metodami, které podporují aktivní spolupráci a současně zvyšují motivaci ke studiu. Pro organizaci výuky, efektivní komunikaci a získávání zpětné vazby ze strany studentů je utvořeno e-learningové prostředí. Z hlediska odborného je v jedné své rovině projekt zaměřen na hodnocení ekonomických, sociokulturních a environmentálních dopadů cestovního ruchu, aplikování konceptu udržitelného rozvoje a optimálního využití potenciálních zdrojů. Ve druhé rovině je jeho snahou rozvíjet poznatky z destinačního marketingu a prohlubovat dovednosti v oblasti tvorby produktů cestovního ruchu s důrazem na integraci konceptů zážitkové a sdílené ekonomiky. Obě roviny lze promítnout do přípravy dvou na sebe navazujících projektových aktivit, kdy v rámci první aktivity dochází k (1) identifikaci problémových oblastí, vyhodnocení dopadů na jednotlivé pilíře udržitelnosti a definování strategií udržitelného rozvoje, zatímco druhá aktivita představuje (2) návrhy projektů cestovního ruchu v destinaci, které reagují na potřeby udržitelného rozvoje.
Project
The project aims to evaluate the motivation of municipalities for metropolitan cooperation and its institutionalization. The issue is discussed with relevant scientific literature and foreign studies. Unique research is carried out in the municipalities of the Brno Metropolitan Area. Theoretical knowledge and research results are the input for a universal methodological platform. To share the findings, panel discussions and workshops are organized. The establishment of a new metropolitan agency with a coordinating, advisory and executive function is initiated. A specialized map and evaluation report are created. These activities contribute to the institutionalization of inter-municipal cooperation in metropolitan areas and its transfer to the national level.