The impact of influencer marketing on decision-making and tourist demand behaviour

This bachelor thesis focuses on examining the impact of influencer marketing on decision-making processes and consumer behavior in tourism, particularly among Generation Z. The theoretical part of the thesis clarifies the basic principles of influencer marketing, types of influencers, and their roles in tourism. It also explores the characteristics and travel behaviors of Generation Z. The practical part utilizes a combination of quantitative and qualitative research methods, including surveys and in-depth interviews, to gain a deeper understanding of how influencer marketing affects the travel decisions of Generation Z. The data analysis indicates that influencer marketing has a significant impact on travel behavior and decision-making, with Generation Z perceiving this form of marketing as a significant and effective promotional tool. The findings of the thesis can serve as valuable input for formulating marketing strategies in the tourism sector.