Instagram jako klíčový nástroj marketingu: případová studie společnosti Get Prague Guide v cestovním ruchu

This bachelor’s thesis examines the use of Instagram as a marketing tool for the company Get Prague Guide, which operates in the tourism sector in Prague. The aim of the thesis is to compare the original and current form of the company’s marketing communication and to propose potential improvements in accordance with modern trends in digital marketing. The theoretical part focuses on the development of digitalisation in tourism, the role of artificial intelligence in personalising travel experiences, issues related to overtourism, sustainability, slow travel, and the influence of social media on consumer decision-making. The methodological part describes the use of content analysis of the original and newly implemented profiles, a qualitative interview, and a comparative method. The practical part evaluates the initial communication approach, presents the implementation of the new marketing strategy, and examines its impact on reach, user engagement, and overall profile growth. The findings show that the new strategy increases the effectiveness of the company’s communication and may serve as inspiration for other tourism-related businesses seeking modern and sustainable ways of using social media.