Abstrakt
This paper introduces the Regional Brand initiative of the Czech Association of Regional Brands (ARB) and its potential to create links within the viable rural tourism products. The first part introduces the context of the current focus on the diversification of rural economies, the need for bottom-up approaches and alternative rural development, all of which are clearly present in the idea of regional branding and similar schemes.
These are described in the second section, of course with a stress on their development in Czechia. The following sections reveal the main aims of the paper and the methodology of the research conducted.
The key part of the paper follows, with the main results of the survey as seen both from the producers´ and the coordinator´s view. The concluding part of the paper summarizes the main obstacles and problems and calls for stronger intervention, clear strategy and overall changes in the entrepreneurial environment.