The paper discusses the impact of the COVID-19 pandemic on rural tourism in Czechia. It points out that the catastrophic scenarios of the decline in tourism mainly concern urban destinations focused on foreign tourism. In contrast, rural destinations create an alternative. Some of them have even shown an increase in tourism in the 2020 summer season as compared to 2019. However, this new orientation requires investing in infrastructure, marketing and regional cooperation. Highlights

The main aim of the study was to find out whether cultural tourism could be a driver of rural development in the selected area and in general. In case yes, to what extent and under what conditions. Three districts in the South-Moravian Region, Znojmo, Břeclav, and Hodonín, situated in the rural borderland with Austria and Slovakia represented the study area. Both geographical and sociological methods were used to gather evidence for cultural tourism in that study. Firstly, attractiveness analysis of the area defined for cultural tourism took place. Next, factors influencing the potential for cultural tourism affecting rural development in South Moravia were evaluated. Finally, synergistic relations were discussed. In the territory, many forms of tourism intersect. Based on the results, it can be stated that cultural tourism can hardly be the main driver of rural development after the decline of agriculture because the region’s economy has branched out in several directions. However, it can be an important complementary activity that yields both economic and non-economic benefits.

The paper is aimed at an attempt to define a smart village in the Czech conditions. It argues that the principles of smart villages are very similar to the concept of sustainability. The analysis deals with preventing rural exclusion, promoting digital technologies for the management of the rural infrastructure, teleworking in rural areas and using ICT for participation and governance. This approach is documented in the case of the South-Moravian Region. It was concluded that it was not so much coverage or accessibility of digital technology that was the main barrier of more intensive use of the smart village concept but rather the lower qualification level and conservatism of rural population is. It is suggested that more attention should be paid to increasing the digital literacy of rural people.

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