Samenvatting

The Czech capital Prague boats a long history and numerous well-known tourist sights. As the city tourism is booming and the number of Austrian travellers has risen in the Czech capital, Prague City Tourism and Czech Tourism want to identify the travel motivation of Austrians to visit Prague in the spring of 2019. As research results showed that the majority of respondents (56%) indicated Vienna as their place of residence, this research focuses particularly on the travel motivation of Viennese to visit Prague. Based on the results, the stakeholders want to foster the city’s marketing regarding the development of Austrian tourists in the capital. This research paper outlines a literature review consisting of theoretical concepts of intrinsic and extrinsic factors, destination image and loyalty, which were adapted to Prague. Moreover, quantitative research with a semi-structured survey was applied, which was analysed with the use of the statistical program IBM SPSS Statistics 25. The paper shows the main results of the research study, whereby the Austrians' major travel desire is the sightseeing variety, increase of knowledge, escape from the daily routine and enhancement of the social circle. Further, Austrians visit Prague due to the historical buildings, culture, gastronomy, the Old Town and the castle district Hradšany. They also want to revisit the city due to their positive experience based on a previous trip to Prague. Lastly, recommendations for Prague City Tourism and Czech Tourism are provided by focusing on the capital’s marketing to foster the development of Austrian tourists in a successful way. In addition, recommendations for further research are given, focusing on the correlation between intrinsic and extrinsic factors, the destination image and loyalty regarding the travel motivation of individual tourists.