Analýza chování spotřebitele na trhu cestovního ruchu

Abstract

This bachelor thesis deals with the analysis of consumer behaviour in the tourism market. Its aim is to identify the issue of consumer decision making when choosing an organised or individual vacation. In the theoretical part, the theoretical background of consumer behaviour and the purchase decision process are characterised, followed by a description of the tourism market, where the history of tourism and travel agencies, inbound and outbound tourism are discussed in detail and the macro environment of the market is also described. In the practical part, the method of obtaining the necessary data and its subsequent analysis is described. A questionnaire survey method was used to obtain the data, which was conducted online. Through the research conducted, it was found that reviews of previous users and the prices of the offered tours are important for users using the services of travel agencies. Furthermore, these people prefer to buy tours online and at the last minute. Those who prefer to travel on their own do not use the services offered by travel agencies mainly because they like to plan their own holidays and have a greater sense of freedom when travelling individually. Based on the data from the survey, suitable tours and recommendations for travel agents were suggested.