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This thesis deals with the analysis of potential of the Pardubický region for religious tourism. Its main aim is to create an overview of religious monuments and festivities in the Pardubický region and of their current use in tourism and to suggest how to further support the development of religious tourism in the region. The thesis focuses on catholic and protestant monuments and of religious festivities it deals mainly pilgrimages. In the first part the Pardubický region is characterized and its potential for tourism. The second part includes an outline of the historical development of the Czech lands, with an emphasis on church history, an overview of the most important religious monuments in the Pardubický region and of their current use in tourism. The third part presents the current national projects, which promote religious tourism, and assesses the current presentation and promotion of religious monuments in the Pardubický region. The last part contains suggestions for further utilization of religious monuments in tourism and their promotion, as well as a few ideas for creation of thematic tourist routes. The conclusion discusses barriers, that prevent better use of religious monuments in tourism.

The theme of this thesis is the competitive strategy of The Prague Loreto. Introductory part gives an overview of the development of Loreto and shows its cultural and spiritual values. This section also raises the fundamental question of this thesis -- the falling attendance of The Prague Loreto. Then the product structure, which consists of the cultural and spiritual products, is analyzed for understanding this problem. In the next chapter there are all visitors segmented into the specifics groups, it is analyzed its attendance and the SWOT analysis is created. Consequently the new competitive strategy is proposed. Last part of the thesis consists of the financial analysis, the progress chart and the costing of the new strategy.