Instagrameři a jejich vliv na popularitu destinace

The diploma thesis is focused on the current issue of influencer marketing and its use in tourism promotion. The main aim of this diploma thesis is to find out whether the use of influencers in marketing campaigns influences the popularity of the destination. Special attention is paid to influencers on the Instagram social network, the so-called Instagrammers. The partial aim of the diploma thesis is to provide a comprehensive view of the influencer phenomenon and its use in marketing communication of the destination. The first part of the thesis is focused on the definition of theoretical bases. The first chapter deals with the concepts of internet marketing and online social media. The second chapter deals with influencer marketing, influencers and their categorization. Psychological principles are also included, which are the reasons why people can be influenced by influencers. The next part of the chapter deals with the important process of cooperation between the company and influencer. The following chapter deals with the social network Instagram. It describes development of this social network, basic used functions and influencer marketing on Instagram. In the last part of the thesis there is an analysis of selected marketing campaigns running on Instagram. In this chapter, a description of each campaign is performed, and the search for key terms for each campaign is shown. Based on the analysis, an immediate, short-term and long-term effect on the popularity of the destination with Instagram involvement in marketing communication is determined.