| Abstract [eng] |
This master's thesis analyzes the impact of user-generated content (user-generated content) on travel destination choice. User-generated content, including social media posts, blogs, reviews, photos, videos, and other digital formats, has become a significant source of information for travelers in recent years, influencing their decision-making and destination selection. Such content is often considered more reliable than traditional advertising, as it is created by real users sharing their personal experiences and insights. The aim of this thesis is to theoretically and empirically substantiate the impact of user-generated content on travel destination choice. Additionally, the research aims to assess which types of user-generated content (e.g., photos, videos, reviews, social media posts) have the greatest impact on consumer choices. The research part of this thesis is based on empirical data collected from a group of respondents whose travel choices are influenced by user-generated content. The study employed quantitative methods, including surveys and data analysis, to evaluate the key aspects of user-generated content that influence consumer behavior. The results indicate that user-generated content has a significant impact on the formation of destination image, attractiveness of travel locations, and the final choice of travelers. The main findings of the thesis demonstrate that user-generated content strengthens the emotional connection of potential tourists with a travel destination, increases their confidence in the chosen destination, and reduces information uncertainty. Furthermore, user-generated content provides authentic information, often perceived as more trustworthy than traditional marketing communication. It also encourages social engagement among users and increases their willingness to participate in travel-related communities. In summary, this thesis contributes to the understanding of how user-generated content shapes travel choices and offers practical recommendations for tourism marketing professionals on effectively leveraging user-generated content to promote travel. Additionally, the study highlights the importance of user-generated content in shaping destination image and emphasizes the need to integrate this content into modern tourism marketing strategies. |
