Research on the Motivations of Creative Industry Actors in the Olomouc Agglomeration and Strategy Proposal for Sector Strengthening

The creative and cultural industries in the Olomouc region consist of approximately 1,200 entities with an annual economic output exceeding CZK 4.7 billion. Creative industries—including design, information technology, architecture, marketing, and artistic and cultural operations—are key drivers of Industry 4.0 and represent a dynamic segment with low investment requirements and high added value. The project aims to strengthen the position of creative industries within the Olomouc agglomeration through a qualitative analysis of the local situation and by proposing measures to prevent brain drain, retain talent and human capital, and create conditions for the establishment of startups and support development in this field. Expected impacts include increasing the competitiveness of the agglomeration and the wider region in a sector prone to centralization in large urban centers, which in the case of Olomouc is challenged by factors such as insufficient alignment of educational programs with current market needs, marketing and visibility advantages of larger cities (Brno, Ostrava, Prague), attractiveness of work and living conditions in other Czech and international locations. The proposed measures are based on sociological and geoinformatics data analyses, offering municipalities and partner organizations practical and applicable tools for mitigating negative effects while enabling systemic recruitment strategies and improved conditions for human capital development both nationally and internationally. Further information on the project and its outputs is available on the project website Research on the Motivations of Creative Industry Actors in the Olomouc Agglomeration and Strategy Proposal for Sector Strengthening.