Dopady digitalizace na autenticitu turistického zážitku: Vnímání a zkušenosti návštěvníků v digitálním věku

This bachelor thesis examines the relationship between digitalization, the use of smart technologies, and the tourist experience. The aim of the thesis is to analyze the relationships between the extent of digital technology use across the different stages of a trip (before, during, and after the trip), perceived existential authenticity, and consumer perceived value (CPV). The theoretical part defines the key concepts related to the development of digitalization in tourism, changes in consumer behavior, and Ning Wang's concept of existential authenticity. The empirical part is based on quantitative research conducted through a questionnaire survey. The collected data were analyzed using Spearman's rank correlation coefficient and multiple linear regression analysis. The results indicate that the intensity of digital technology and social media use is not negatively associated with existential authenticity or with the ability to authentically experience the present moment. In contrast, the utilitarian use of technologies, such as map and navigation applications, was found to be positively associated with a higher perceived value of the tourist experience. The findings suggest that modern tourists primarily use digital technologies as practical tools to facilitate travel without disrupting their authentic experience of the destination.