Marketing analysis of student´s consumer behaviour and preferences in travelling

This diploma thesis focuses on the analysis of consumer behaviour and preferences of university students concerning tourism. The aim of the thesis is to prepare set of recommendations of marketing mix tools setting which should help tourism service providers to market effectively to students. The theoretical part deals with the explanation of basic terms that are used in the thesis. Furthermore, it provides the analysis of existing data and description of student consumer behaviour and trends in youth tourism. The practical part focuses on the research itself conducted by interviewing students at the universities all over the Czech Republic. The outcome are the recommendations and tipps which are based on the research analysis how to prepare effective marketing strategy and how to set individual tools of marketing mix in order to attract youth travellers