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The aim of the bachelor thesis was to identify the consumption behavior of visitors to the tourist area of Znojmo, to segment the market on the demand side and to propose changes in the consumption behavior of a selected segment for the sus-tainable development of tourism in the destination. The theoretical part is devoted to literary research, which defines the basic concepts such as destination, consum-er behavior, segmentation and sustainable development. The practical part described the destinations of Znojmo and Podyjí and then evaluated the data from quantitative research. Based on the performed segmentation, segments suitable for proposals related to the sustainable development of the destination were selected. |
