Sociální média a jejich využití v cestovním ruchu

This diploma thesis, titled Social media and its influence on tourism, focuses on the practical use of the theory of social media marketing and its application in the situation of the travel agency Blue Style. The aim of this thesis is to summarize theoretical knowledge important for understanding the marketing use of social media and influencer marketing, to carry out research focused on consumer behavior of travel agency’s customers with connection to their use of content on social networks and practical application of these findings to recommendations for Blue Style. The thesis is divided into two parts. The first part of the thesis defines basic theoretical terms such as Internet and social media, as well as their classification, marketing strategy on social networks and marketing mix, consumer behavior of customers, digital marketing, content marketing, UGC and influencer marketing. The second, practical, part of the thesis is devoted to research, which is focused on the buying behavior of customers on social networks. The first part of the research was qualitative and conducted in the form of a structured interview. This step was followed by a quantitative questionnaire survey. The questionnaire was distributed via social networks. Furthermore, the results of both parts of the research were described and evaluated. Finally, the recommendations for the Blue Style travel agency, resulting from the application of the research results to the travel agency's strategy, were given.