Use of Social Media in Trip Planning and Decision-Making Process
Daria Jaremen , Andrzej Rapacz
AbstractSocial media and its impact on tourist behavior has become a common topic of research in the area of tourism. The rise of new media channels during the last few years has contributed to the development and growth of significance for electronic word-of-mouth (eWOM) communication. More and more consumers use social media and Web 2.0 technology to seek and gather travel information and also to communicate their experience, opinions and reviews from the trip. Electronic word-of-mouth have facilitated travel information searching behavior, and influenced tourists’ travel planning behavior and has undoubtedly been a powerful marketing force which should be adopted into tourist company’s marketing. It nevertheless requires good investigation of the tourist behavior referring to social media. The aim of the paper is to identify the role of social media in the tourist purchase decision making on pre-trip stage (trip planning). Implications for theory and practice are also discussed. Snowball sampling was used to investigate how social media and other travelers’ reviews, opinions and recommendations impact the trip planning process. Findings show that social media and eWom influenced the tourist behavior.
|Publication size in sheets||0.5|
Bod`a Martin (eds.): Proceedings of the Faculty of Economics of Matej Bel University in Banská Bystrica. Volume 1. Economic Theory and Practice 2017, Proceedings of the Faculty of Economics, 2018, Belianum, ISBN 9788055714240, 704 p.
Proceedings_of_the_Faculty_of.pdf / 19,01 MB / No licence information
|Keywords in English||social media, travel decision making process|
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