Spotřební chování seniorů v oblasti cestovního ruchu

This diploma thesis deals with the evaluation of the current consumer behavior of seniors (recipients of old-age pensions) in the field of tourism. The purpose of the analysis of senior travel preferences is to define the parameters of tours that seniors prefer and to determine the factors that are essential for them when deciding on the choice and implementation of a tour. At the same time, the work aims to identify an effective way of marketing communication with seniors in the field of tourism and deals with the question of how to increase the awareness of seniors about the possibilities of travel. The basis of the diploma thesis is a literary research, which evaluates senior tourism, its current specifics and adjacent areas. It is followed by a literature research, which explains the creation of a tourism product. The author conducted her own research in the form of qualitative in-depth interviews, which serve to verify knowledge from the literature and identify opportunities for effective marketing communication. The sample of research respondents consisted of working seniors, seniors living at home and seniors living in a nursing home. The results are processed on the basis of the frequency of similar findings from all interviews. From the information obtained from the research and own research, an appropriate product offer is compiled (including the method of sales and promotion), which is evaluated by comparison with the competition and summarizes its strengths and weaknesses, threats and opportunities.