The role of Youtubers on Millennials' decision making process regarding visiting a specific destination

The diploma thesis is focused on current issues of influencer marketing and its use in destination marketing. The aim of this diploma thesis is to determine whether there is a potential to use influencers, specifically Youtubers, and their videos about travelling in destination marketing to reach out to the generation of Millennials with the intent to create in Millennials the need to visit a destination. The first part of the diploma thesis characterizes influencer marketing in detail. An emphasis is placed on the definition of basic concepts, history, description of individual influencers and the use of influencers in marketing communication, including the AIDA model and the purchasing decision process. The following part of the thesis deals with characteristics of Millennials, both from the general point of view and with focus on Czech Millennials. Specific aspects of the generation are described, including the use of social media, Youtube, and videos created by Youtubers. The last part of the thesis consists of an analysis of comments added to videos and a content analysis of selected videos made by Youtubers about travelling. In the last part, based on the results of analyses and theoretical knowledge, the conclusion is made whether there is a potential to use Youtubers in the destination marketing with regard to Millennials, for what purposes and under what conditions.