Activation of landscape tourism motives

Tourism activation implies the inclusion of a potential tourism motive (tourism resource) into tourism offer, i.e. work on enabling its economic exploitation, whereby it moves into the category of activated tourism motives (tourism attractions). The role of landscape tourism motives in contemporary tourism offer cannot be denied, but despite this they represent an underresearched segment. The aim of this paper is to identify the ways of direct and indirect activation of landscape tourism motives. Direct activation refers to landscapes as tourism attraction. The forms of direct activation are viewpoints, scenic roads, art colonies and viewing landscapes as part of other activities. Indirect activation refers to the contribution of landscapes to tourism development, not through specific tourism activities, but via their contribution to other sectors of tourism industry. The forms of indirect activation are price differentiation in the hotel industry, the concept of landscape hotels and use of landscapes in tourism propaganda. In the practice of tourism activation of landscapes, viewpoints and scenic roads should be prioritised, whereby the successful examples from highly developed countries should be used as rolemodels which should be adapted to local conditions and possibilities. In the conclusion of this paper, some measures and activities for more successful use of landscape tourism motives will be pointed out