Uloga utjecajnih osoba na društvenim medijima pri donošenju odluke o izboru turističke destinacije za putovanje kod Generacije Z

graduate thesis

• Title (english): The role of Influencers on Social media in choosing travel destination among Generation Z
• Author: Mateo Radić
• Mentor: Tanja Komarac (mentor)
• Committee member: Dalia Suša Vugec (član povjerenstva)
• Committee member: Ljubica Milanović Glavan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-06-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet diplomskog rada je uloga utjecajnih osoba na društvenim medijima pri donošenju odluke o izboru turističke destinacije za putovanje kod Generacije Z. Generacija Z kao takva predstavlja dio svjetske populacije rođene između 1995. i 2010. godine te će u vremenu koje je ispred nas polako preuzimati svjetsko tržište rada, stoga je zanimljivo promatrati njihovo djelovanje i načine razmišljanja, a posebno kupovne odluke. Utjecajne osobe (influenceri) danas djeluju skoro u svim kategorijama koje postoje. U kontekstu turizma, bitni su u fazi traženja informacija, odnosno prilikom planiranja odmora. Svojim objavama mogu umanjiti strah od nepoznatog, poput jezičnih barijera, teritorijalne udaljenosti i sigurnosti. U svega nekoliko objava u obliku fotografija i videozapisa svojim pratiteljima „filtriraju“ najzanimljivije činjenice i zanimljivosti određene destinacije, predlažu kombinaciju aranžmana za putovanje i otkivaju brojne savjete. Stoga su travel influenceri privukli pažnju i različitim dionicima u turizmu koji ih sve češće angažiraju. Cilj rada je bio istražiti kakvu ulogu imaju specijalizirane utjecajne osobe (eng. travel influenceri) na društvenim medijima pri donošenju odluke o izboru turističke destinacije za putovanje kod Generacije Z. Istraživanje je provedeno na namjernom prigodnom uzorku 213 ispitanika pripadnika Generacije Z. Rezultati su otkrili kako velik dio ispitanika prati influencere na društvenim medijima, no smatra da oni nemaju ulogu u odabiru turističke destinacije, ili su indiferentni prema njima. S obzirom na ograničenja rada (u pogledu vrste i veličine uzorka ispitanika) ovi rezultati su indikativni.

Abstract (english)

The subject of the thesis is the role of influencers on social media in the process of deciding on a tourist destination by Generation Z. As such, Generation Z represents part of the world's population born between 1995 and 2010, and in the time ahead, it will slowly take over the world labour market, so it is interesting to observe their actions and ways of thinking, especially purchasing decisions. Today, influencers operate in almost all categories that exist. In the context of tourism, they are important in the phase of information search, i.e. when people are planning a vacation. With their posts, they can reduce the fear of the unknown, such as language barriers, territorial distance, and security. In just a few posts in the form of photos and videos, they "filter" the most interesting facts and points of interest of a certain destination to their followers, suggest a combination of travel arrangements, and give numerous tips. Therefore, travel influencers have attracted the attention of different stakeholders in tourism, who engage them more and more often. The aim was to investigate the role of specialized influencers, i.e. travel influencers on social media when making a purchase decision of a tourist destination for travel among Generation Z. The research was conducted on a purposive convenience sample of 213 respondents of Generation Z members. The results revealed that a large number of respondents follow influencers on social media but believe that they have no role in choosing a tourist destination or are indifferent. Considering the limitations of the work (in terms of the type and size of the sample), these results are indicative.

• Keywords: Generacija Z; kupovina; društveni mediji; influenceri; influencer marketing; turistička destinacija
• Keywords (english): Generation Z; purchasing decision; social media; influencers; influencer marketing; tourist destination
• Language: croatian
• URN:NBN: urn:nbn:hr:148:061656
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-06-26 09:38:13