Instagram jako marketingový nástroj podpory cestovního ruchu

This thesis studies the social network Instagram as a marketing tool to support tourism. The main goal of the bachelor thesis is to evaluate the benefits of the Instagram as a marketing tool not only for consumers, but also for the travel organizations. Another goal is to find out how customers make purchase decision in tourism and to figure out on what factors the cooperation between travel service providers and influencers depends. Moreover, one of the aims is to ascertain what goals travel service providers pursue through this cooperation. By conducting qualitative and quantitative research will be provided information about usage of the social network Instagram by region travel agencies and users themselves, that will be later evaluated. The bachelor thesis is divided into two parts – theoretical and practical. The theoretical part represents general information about social networks and their market position in the tourism sector. In the theoretical part reader will get acquainted with marketing mix, influencer marketing, social network Instagram, its functions and operating principles as well. The practical part deals with the study of the Instagram social network and its impact on consumers and producers in tourism. Therefore, the practical part relates to satisfaction with the usage of Instagram in the field of tourism by both the producer and the consumer. The contribution of the whole work is an overall evaluation of the Instagram social network from the point of view of consumers and destination management organizations in the tourism sector.