Acta academica karviniensia 2023, 23(2):44-58 | DOI: 10.25142/aak.2023.014

Satisfaction and perception of visitors to selected UNESCO cultural and historical objects

Milena Botlíková¹, Martina Palyzová¹, Josef Botlík²

¹ Silesian University, Faculty of Philosophy and Science, Masarykova 37, 746 00 Opava

² Silesian University, School of Business Administration, Univerzitní náměstí 1934/3, 733 40 Karviná

Tourism is becoming more and more personalised. New types and forms of tourism are gradually emerging. One of them is dynamically developing cultural tourism which represents trips to tangible and intangible cultural heritage with discovery and learning objectives. The basis of the development of cultural tourism is a sufficient offer resulting from cultural heritage and it also depends on the quality of the service provided which ultimately leads to the satisfaction of visitors to these objects. As part of the research, satisfaction with the visit was evaluated using frequency analysis at three UNESCO heritage sites (Litomyšl Castle, Lednice Castle, Kroměříž Castle). Satisfaction was identified based on 1.500 reviews on the Google.cz portal. for the period 1/2022 to 6/2023. One of the outputs of the research is the creation of a frequency map of the identified key concept expressions of customer reviews. On the basis of the research results, it can be concluded that visitors are above average satisfied with the offer. Words like "comment", "beautiful", "nice", and "lock" are most often found in reviews.

Keywords: cultural tourism, frequency analysis, review, satisfaction. 

JEL classification: C12, L38, M31

Received: August 31, 2023; Revised: October 17, 2023; Accepted: November 22, 2023; Published: December 4, 2023  Show citation