The article deals with the issue of a specific area of Czech cultural heritage, national and cultural identity, the phenomenon of fishing culture,and its use in the traditions and development of localities and regions in connection with tourism. The article aimedto analyzethe motivating factors for visiting fishing events, attitudes towards the fish product,and the links between these factors. Cultural and historical aspects were examined mainly from the point of view of gender stereotypes and age structure, emphasizingthe regional specifics of North Moravia and Silesia.374 respondents were contacted through a questionnaire survey. The basis ofthe research was based on a methodological approach, quantitative research,and identification of the significance of motivational factors. The relationships between motivational factors were verified by factor analysis, comparison, and visualization performed by correspondence analysis, STATISTICA software. Research has shown that different age groups associate the term "fish" with traditional milestones, especially Christian holidays,and attributes such as Christmas fish, scales,and fish soup. In connection with tourism and cultural traditions, respondents combine fish in order to buy and taste fish dishes and the overall atmosphere. The result also showed that these products are expensive for respondents; if they were more affordable and physically available, consumers would undoubtedly increase their consumption. Research has considerable added value, which stems from the point of view of analysis in the context of cultural heritage and custom. The development of gastronomic tourism associated with fish products realized by various social events is influenced by the approach of consumers to the product and cultural customs. The sectoral synthesis in the region overlaps economically, socially,and environmentally; suppresses social and economic disparities and develops a national identity. Diversification of fishing activities is necessary to avoid risk effects.