Technologické inovace a jejich vliv na podnikání specifické skupiny podnikatelů

The thesis focused on technological innovations and their impact on a specific group of entrepreneurs - professional family and wedding photographers. The aim of this thesis was to find out how technological innovations affect these entrepreneurs, how they adapt to these technical innovations and how consumer behaviour changes, also due to technological innovations. A combination of quantitative (questionnaire survey) and qualitative (in-depth semi-structured interviews) approaches was adopted to answer the research questions. It was found that technological innovations affect the business of family and wedding photographers to a large extent, in a universally positive way. The photographers generally adapt well to technological innovations, with the lowest levels of adaptation generally observed for the use of artificial intelligence, PPC and SEO. The most important features of consumer behaviour include: the importance of the processing time and submission of photographs, then the selection of photographers based on their personality and not only on their portfolio, and last but not least, the increasing sharing photographs on social media/web storage instead of storing photographs in albums.