Výzkum chování spotřebitele při výběru letní dovolené

This thesis deals with the research on consumer behavior when selecting a summer holiday. The theoretical section summarizes the current knowledge of consumer research and consumer behaviour issues, which forms the basis for the practical part of the thesis. The practical part of the thesis is focused on the analysis and evaluation of the results of the quantitative on-line research conducted with three hundred respondents. The aim is to contribute to the understanding of consumer behavior when selecting a summer holiday and in particular to determine how the amount of consumer's income affects the consumer's choice of destinations for summer holidays and also to identify which channels are the main sources of information for consumers deciding about summer holiday. The research results show a correlation between the level of respondent's income and selection of a particular type of summer holiday destination. In terms of respondent's information sources, internet was evaluated as the most used source of information for holiday decision-making.