User-generated content v marketingu destinací cestovního ruchu

The main topic of this bachelor thesis is User-generated content, often referred to simply as UGC, which includes all voluntarily created contributions by users. The thesis focuses specifically on its role in tourism, where it has a significant impact on the image of the destination and the behaviour of tourists, and of which it is increasingly becoming a part. The main aim of this thesis is to evaluate the approach of selected tourism destinations to UGC, to find out what types of UGC destinations use, how they engage and motivate visitors to share content, how they further use this content and to what extent. The theoretical part first explains the concepts related to tourism and then the thesis discusses User-generated content itself, defines it, explains its essence and gives its types and a brief history. Next, the thesis discusses the concept of UGC in more detail, focusing on its benefits and pitfalls, the ways in which it can be approached, as well as its use in tourism. The practical part of the thesis evaluates, through analysis, description and descriptive statistics, the different aspects of the use of UGC by the destinations selected for this research, the results of which are then divided into qualitative and quantitative outputs.