Uživatelské hodnocení a jeho vliv na nákupní rozhodování

The main goal of this thesis is determine whether there is a relationship between the willingness to buy and the user reviews in hospitality industry and and whether there are characteristics linking the perception of positive and nega-tive reviews. The thesis deals with the willingness to buy, which I've examined on the basis of available reviews on TripAdvisor. The theoretical part deals with consumer behavior and consumer behavior in the online environment, which I describe in detail the decision-making process, including factors acting on it. An integral part theoretical part is the concept called Word-of-Mouth and description of all aspects that influence the perception of as information source. The research will be focused on in-depth interview approach to user reviews and expert analysis also investigating several reviews of selected hotels and which I will aim to uncover the key factors that are typical for determining the nature of the review. The research results were processed using the software NVivo 8th