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Our paper describes a research project focused on motivations to travel by potential and existing foreign visitors that was conducted in order to envisage the creation of a positive image and select the appropriate distribution and marketing promotional mix for the various segments of the Czech tourism market. The paper builds on research that has been already completed and yielded interestig results and further extends the researched themes and selected segments. The paper reports our current findings in the field of motivation of potential visitors in the Czech Republic. We show that segmentation of motives for travelling can be further used in academic research and in the activities of national tourism organizations. Moreover, it is applicable in decision-making process that involves the mix and the offer of tourism destination products. [ABSTRACT FROM AUTHOR]