Generolo Jono Žemaičio Lietuvos karo akademija

The extent of the sustainable tourism is increasingly linked to the development of information and communication technologies, especially the Internet and for a long time the online market is becoming a key aspect of its further secure development. Current technological development brings with it significant digitization of all processes and significantly affects how today’s companies are entering and communicating on the online tourism market. Similarly, as a result of these changes, the significant change occurs in consumer behaviour, and across all age groups. With the development of these technologies, today’s consumer is not only knowledgeable and more experienced, but is increasingly being constant online part of this market. The development of online tourism market is thus increasingly strongly linked with the growth of the total Internet population and currently also the one, that is using to the Internet access the cellular infrastructure and equipment. From the perspective of the Internet population the Czech Republic is the fourth largest online population in Central and Eastern Europe, which creates a good starting point for its further application on the growing Central European online travel market. This article aims to analyse current consumer behaviour of Internet users in the Czech Republic in the field of tourism.