Tourist satisfaction at a travel destination and its role in destination management

This bachelor’s thesis examines the factors that influence visitor satisfaction with the urban destination of Český Krumlov. The aim of the thesis is to identify the key elements affecting the visitor experience and to explore ways to apply these findings in the context of destination management. The research is based on qualitative content analysis supplemented by manual sentiment analysis of 300 online reviews from the Tripadvisor and Booking.com platforms. The reviews were analyzed in terms of thematic categories, frequency of occurrence, and prevailing sentiment. The results show that the main factors contributing to satisfaction include service quality, the city’s atmosphere, cultural offerings, and value for money. The study further identifies differences between the two platforms and proposes practical recommendations for improving the quality of offerings within urban tourism. The findings are useful for destination organizations in planning development, marketing, and strategic destination management.