Analýza spotřebitelského chování na trhu cestovního ruchu

Abstract

The content of this diploma thesis is focused on the analysis of consumer behavior on the tourism market in 2022. The first part of the thesis is made up of the theoretical basis of consumer behavior and the characteristics of the tourism market. The second part of the work concerns marketing research, exactly the research methodology, the research itself, from which the typology of the consumer in the tourism market and suggestions and recommendations are based. For example, the research showed that the main purpose of the respondents' holidays was recreation. When choosing a vacation, respondents were most influenced by references from family or friends. The most important factor in choosing a holiday was safety and quality of service. In 2022, respondents most often traveled 1 or 2 times a year, in summer or autumn, and mainly to the sea. The creation of a consumer typology revealed the existence of three clusters named Informed Travelers, Frequent Travelers and Travelers with Less Interest. Specific proposals and recommendations included a proposal for filtering holiday selection according to age generations, specific proposals for the parameters of individual holiday offers or recommendations for companies in the tourism market to operate on social networks.