Page 148 - UNESCO_Zatec_MP_2021

D.2.5.1 CREATING A PROPERTY MARKETING CONCEPT
In the short term, it is necessary to ensure a suitable use of some of the other buildings of the property, with its cultural
D. PROPOSAL SECTION OF THE MANAGEMENT PLAN
connotations, for the purposes of thematically specific tourism. Therefore, it is necessary to provide a marketing
concept that determines the subject and methods of interpretation to visitors. The management of tourism and its
change in the short term is inevitable. Still, it is also necessary to rely on dialogue with travel agencies and offices, which
will include attractions in their offers.

Among the Measures in the field of staff and public education, it is possible to build on existing practice (lectures,
excursions, educational and entertaining events). Citizens of the town of Žatec still need to strengthen their interest
in hop-related cultural heritage assets by cultivating a regional understanding and admiration of hops, so that they
can be even prouder local patriots and people proud of their town, which for almost a millennium bears the legacy
of a hop growing tradition. In addition to professional output, popular publications and various details.

Although the plan deals with tourism above in the set of intentions for the optimal use of the property, a similar intention
is included here. The reason is the need not only for the functional filling of empty storage spaces but also the need
to get potential visitors coming to Žatec to stay for a period of time. These intentions extend into the medium term.
Another comprehensive intention is to unify the visual identity.

D.2.5.1. – A SWOT C.2.B/2 - SWOT C.2.B/3 - SWOT C.2.C/4

PRESENTATION AND STRATEGY OF TOURISM COMPONENT PARTS 01 A 02
Completion of the Tourism Strategy on the territory of the property

- Analytical, proposal and implementation part
- Summarisation of potential and offer of attractions

- Setting limits
- Transport accessibility and marketing arrangements
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- Communication stratégy
- Creation and support of a destination brand

- Suggestions for improving the range of offers and services and introducing new products
- Cooperation of all key entities and the Central Office of Tourism

- Promotional film and its media coverage in the main media and internet portals and applications

Performed / Guaranteed:
The town of Žatec, The Municipality of Zálužice, Site Manager

Short Term Measures
Expected Cooperation: 2023

Ústecký Region, Ministry for Regional Development,
local associations and civic activities, CzechTourism

D.2.5.2 SUPPORT FOR PUBLISHING ACTIVITIES AND EDUCATION IN THE FIELD OF CHMELAŘSTVÍ,
COOPERATIVE ŽATEC
Plan for presentation publications on hop growing related buildings in the town and region, and the traditions
of CHMELAŘSTVÍ, cooperative Žatec (puzzles, picture games, postcards, monographs). The creation of a plan for
publishing activities by the Town focused on different age groups, and different levels of expertise can be an important
element in fulfilling this goal. At the same time, however, the town could and should contribute to other publishers
(e.g. agricultural and trade associations) of related publications, provided that they comply with the elements of the
required content line and graphic elements, and other conditions.