Spotřební chování zákazníků ve vztahu k vybrané cestovní agentuře

The aim of this thesis is to investigate the relationship of customers to a selected travel agency, including their motivation to use a particular form of holiday purchase and communication preferences. Then, based on the findings, to propose recommendations for improving the online shopping process. The theoretical part of the thesis describes key concepts such as the definition of consumer behaviour, its difference from consumer behaviour in tourism, models of consumer behaviour and predispositions that significantly influence this behaviour, the purchase decision process, marketing communication and the differences between online and offline marketing. In the practical part, the specific travel agency Invia is introduced, the analysis of secondary data obtained through MML-TGI, primary data obtained not only through questionnaire survey but also through interviews conducted. The output of the thesis is a recommendation for CA Invia and a suggestion of ways in which its online purchasing process can be improved.