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In the last two decades, the tourism industry has significantly diversified and now includes numerous new forms. This process is a reflection of the ever-changing motivations of tourists. One new and very widespread motivation is traveling to seek out new gastronomic experiences. The example shows that it is quite clear that even the modest conditions of a very attractive product can become a long-term and economically successful project that attracts the attention of both domestic and foreign tourists. In the Czech Republic gastro-tourism is also developing rapidly, but it is lacking a larger conceptual, systematic and integrated marketing approach.