Sociální sítě a jejich význam pro cestovní ruch

The diploma thesis deals with social networks and their influence on consumer behavior. Also deals with the travel influencers as one of the influencing sources of the information in tourism decision making. The aim of the thesis is to evaluate the factors while choosing a holiday that influence and motivate users of social networks. The partial goal is to evaluate the position of the travel influencers in the minds of Instagram users while planning their holiday. The questionnaire survey is used to find out what sources are used in planning a holiday and what are the factors that influence the selection. In the interviews with the influencers, there is revealed their social aspect of influence and their importance for tourism. Research has shown that people are still very much influenced by the recommendation of family and friends. Social networks are a complementary source. Social networks are important before choosing a destination for a holiday, at the stage of the inspiration when viewing the photos. The visual aspect can trigger a desire to travel and it is a major motivator. The attitude of Czech Instagram users while watching travel influencers is passive, so they use mostly only the information that influencer shares. The social role of influencers is significant. Their presentation and their attitude on Instagram can influence the opinions of the audience. In tourism, they can contribute to the development of tourism in the areas which they present on Instagram and stimulate the economy in these areas.