Marketingová strategie a produktové přístupy pro oslovení generace mladých cestovatelů ve vybrané cestovní kanceláři

Thesis focuses on the analysis and design of marketing strategies and product approaches for engaging the generation of young travelers in a selected travel agency. The work examines the specifics of the target group of young travelers, their preferences, motivations, and decision-making processes, and based on the analysis of the agency's current offerings, formulates concrete recommendations for the development of its product portfolio and marketing communication. The work also includes the testing of key aspects that verify the importance of price, destination preferences, and the effectiveness of digital communication for the younger generation. The results of the work were continuously consulted with the staff of the travel agency, which increased their practical applicability. The thesis provides recommendations for maintaining and developing the agency's clientele through systematic monitoring of the effectiveness of marketing activities in the field of tourism.