STAKEHOLDER MAPPING IN SELECTED CZECH REGIONS

Tourism has a significant potential to have a beneficial effect on all three pillars of regional development - economic, social and environmental. From this point of view the managing of tourism development can be considered as a tool of the regional policy which can be suitable for an efficient reducing of regional disparities. This paper is focused on collaboration tourism planning within the framework of sustainable competitive advantage which can be reached by an engagement of regional stakeholders in the planning process - primarily into the phase of strategy implementation and control. The aim of this paper is to realize the first phase of Stakeholder Audit which includes mapping of regional stakeholders. The paper utilizes information from regional governments' representatives and it maps regional stakeholders in travel & tourism sector on a basis of the main principle of the Stakeholder Circle method. It analyses the stakeholders with the help of three widely used attributes which are modified with respect to specific condition of tourism sector. By the means of those attributes it determines the Stakeholder Index and identifies the most important generic stakeholders groups which should be engaged in the process of tourism development planning.