Vliv sociálních sítí a recenzních portálů na spotřební chování účastníků cestovního ruchu

The aim of this thesis was to determine the influence of social media and review sites on consumer behaviour in tourism. In connection with the primary objective, two sub-objectives were set concerning the differences in consumption behaviour for each segment in tourism. The theoretical part of the thesis introduces all factors which have impact on consumer behaviour and the most commonly applicable segmentation criteria. Special attention was paid to the significant differences in consumer behaviour and the purchasing process in tourism. After that the most important social networks and review portals were analyzed in terms of their benefits to the consumers and enterprises in tourism. Furthermore, the SWOT analysis of review was done and the options of measuring the impact of social sites on consumer behaviour were presented. Quantitative research in the form of a questionnaire survey was used to investigate the influence of social media and review sites. The questionnaire survey revealed many findings and differences within the studied segments.