Utjecaj korisnički generiranog sadržaja i influencera na društvenim mrežama na oblikovanje ponašanja potrošača u turizmu

master's thesis

• Title (english): The impact of user-generated content and influencers on social networks on forming consumer behavior in tourism
• Author: Lorena Froki
• Mentor: Petra Barišić (mentor)
• Committee member: Petra Barišić (član povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Committee member: Ingeborg Matečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-06-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Ovim se diplomskim radom istražuje utjecaj korisnički generiranog sadržaja i influencera na društvenim mrežama na oblikovanje ponašanja potrošača u turizmu. Osim pregleda relevantne literature u teorijskom dijelu rada, metodologija istraživanja podrazumijeva i provedbu primarnog istraživanja u empirijskom dijelu rada. Istraživanje je provedeno pomoću online anketnog upitnika kojem je pristupilo 305 ispitanika, a kojeg je u potpunosti ispunilo 263 ispitanika.
Sadržaj generiran na društvenim mrežama, bilo da je kreiran od strane influencera ili od strane „običnih“ korisnika društvenih mreža, potrošači u turizmu percipiraju osobnim, autentičnim i relevantnim sadržajem, stoga on, svjesno ili nesvjesno, utječe na njih i njihovo ponašanje. Taj se utjecaj najviše očituje u procesu donošenja odluke o kupnji turističkog proizvoda pri čemu potrošači u turizmu formiraju svoje preferencije, želje i stavove na temelju tuđih objava i komentara. Prepoznavanje i uvažavanje sve većeg utjecaja korisnički generiranog sadržaja i influencera na društvenim mrežama na oblikovanje ponašanja potrošača u turizmu, što je cilj ovog rada, od velike je važnosti i za poslovne subjekte u turizmu jer im ono pomaže u ostvarivanju poslovnih ciljeva, a samim time i u zadovoljavanju potreba, želja i očekivanja suvremenih potrošača u turizmu.

Abstract (english)

This master's thesis examines the influence of user-generated content and influencers on social networks on forming consumer behavior in tourism. In addition to the review of relevant literature in the theoretical part of the paper, the research methodology also includes the implementation of primary research in the empirical part of the paper. The research was conducted using an online survey questionnaire, which was accessed by 305 respondents but completely filled out by 263 respondents.
Content generated on social networks, whether it is created by influencers or by "ordinary" users of social networks, is perceived by consumers in tourism as personal, authentic and relevant content, so therefore it, consciously or unconsciously, influences them and their behavior. This influence is most evident in the process of making decisions about the purchase of a tourist product, where consumers in tourism form their preferences, wishes and attitudes based on other people's posts and comments. Recognizing and considering the increasing influence of user-generated content and influencers on social networks on the forming of consumer behavior in tourism, which is the aim of this paper, is of great importance for business entities in tourism too because it helps them achieve their business goals, and therefore in meeting the needs, wishes and expectations of modern consumers in tourism.

• Keywords: korisnički generiran sadržaj; influenceri; društvene mreže; ponašanje potrošača u turizmu
• Keywords (english): user-generated content; influencers; social networks; consumer behavior in tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:148:532314
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-06-27 19:08:34