Spotřební chování vybraného segmentu v cestovním ruchu

This master’s thesis focuses on consumer behaviour of the youth segment in tourism in the Czech Republic and Germany. In the theoretical part a definition of tourism and the tourism market are presented, defining the tourism supply and demand. As a part of the tourism demand, the term segmentation is introduced and the youth segment is defined. In the following chapter dedicated to the theory of cosumer behaviour a definition is provided, consumer decision making process is introduced and some characteristics of consumer behaviour are listed, based on international research carried out by the World Tourism Organisation, WYSE Travel confederation and others. The crucial part of the thesis is the author’s analysis of consumer behaviour of the youth segment via survey carried out in the Czech Republic and Germany. The results are presented separately at first, then they are evaluated via comparative analysis. The results show that consumers from these countries have a lot in common, although some features are different from those presented by the international organisations mentioned above. There are also differences between youth from the two countries but they do not exceed the similarities. At the end the author presents suggestions that can help or inspire subjects in tourism, if they want to focus on this segment. The suggestions include adjusting products to their budget, significance of culture, gastronomy and authentic experiences while travelling, significance of personal recommendations and online reviews when deciding about destinations and products, interest in protecting the environment and finally the signifikance of technology in their lives and in tourism.