Vliv sociálních sítí na rozhodování generace Z při výběru dovolené

This bachelor's thesis examines the impact of social media on Generation Z’s holiday destination selection. The aim of this thesis is to assess the influence of social media on Generation Z's decision-making process when choosing a holiday destination and to identify the platform with the greatest influence on this process. The theoretical part defines the basic theoretical framework and key concepts, particularly online marketing and social media in the context of tourism, consumer behaviour of Generation Z, and selected models of decision-making behaviour. The empirical part of the thesis was based on quantitative research conducted in the form of a questionnaire survey among members of Generation Z. The results show that social media plays a certain role in the decision-making process, although primarily as a source of inspiration. Instagram was identified as the most influential platform, achieving the highest perceived influence among all respondents. The findings highlight the importance of visually oriented platforms, particularly Instagram. It was further found that Generation Z places emphasis on authentic content, preferring short videos and user-generated content as the most credible sources. The results provide practical recommendations for tourism entities targeting Generation Z, as social media represents a key communication channel for reaching this target group.