Identifikace spotřebitelského chování na trhu cestovního ruchu během pandemie Covid-19

Abstract

This thesis focuses on the identification of the tourism market during the Covid-19 pandemic. The Covid-19 pandemic has strongly affected tourism worldwide and has had a major impact on travel patterns and consumer preferences. The objective of this paper is to identify consumer behaviour on the tourism market during the Covid-19 pandemic and the key factors that influenced their travel decisions during the reporting period. The thesis uses quantitative research through an online questionnaire survey that includes respondents from different age groups. The results were analyzed using statistical methods in SPSS program. The research involved cluster and factor analysis,, and the data was analyzed using first and second level classification. Based on these findings, the evaluation and recommendations were carried out. The output of the work is suggestions and recommendations for tourism market actors on how to behave if a pandemic were to occur again, thereby reducing the drops in visitor arrivals. The proposed recommendations focus on improving the range of holidays provided, holiday safety and marketing communication.