Současné postavení a budoucí vývoj Airbnb a vnímání jeho dopadu na klasické hotely

This Master´s thesis focuses on the current market position of the company Airbnb representing the form of sharing economy in the field of the tourist accommodation, and an analysis of its past and future development, whether from a general point of view or from a sales viewpoint with the use of revenue numbers and number of completed reservations. The theoretical part contains the explanation of basic terms of shared economy, the attitudes and positions to it, and mentions the most important moments in its history. Thesis explains the marketing strategy including marketing tools used specifically by Airbnb. Another integral part is the part dealing with the biggest competitors in the monitored area. The practical part analyses the actual impact of shared economy on traditional hotel industry and evaluates the results of interviews conducted with the representatives of relevant hotels in Prague.