Spotřební zvyklosti rodin s dětmi v oblasti cestovního ruchu

This diploma thesis deals with tourism of families with children, because families with children have their specific needs and currently occupy an important position in the tourism market. The aim of the diploma thesis is to analyse consumer behaviour of families with children via questionnaire research. Theoretical part is dedicated to general characteristics of tourism terms market segmentation and characteristic of families with children. Afterward, the thesis mentions consumption and consumer behaviour in tourism including consumption measurement and models of decision – making process and factors influencing this behaviour. It is followed by research and its specifics which are then compared with the research results. The whole practical part deals with processing and evaluation of the marketing survey, including recommendation for travel agencies which will lead to improvement of services provided for families with children in tourism. The practical part is focused on the elaboration and evaluation of primary research, the task of which was to find out what were the preferences of families with children when choosing family holidays for 2019, what tourism services they used and how to buy them, including subsequent recommendations for travel agencies which will improve the provision of services for families with children in the field of tourism.