Photographs used for the purposes of our
research were selected based on content analysis so that they show the different types of destinations of the Czech
Republic. There were selected following types of destinations (based on Pásková, 2008): spa type; type of tourism in
natural valuable areas; near the water type; type of cognitive tourism in rural complexes; historical type; mountain
type; pilgrimage type; urban type; type of complexes of attractions. Overall 28 images were used as Q-samples so
every destination type was present in three variations depicting different amount of visitors.