Uloga online recenzija i ocjena u procesu donošenja odluka potrošača pri odabiru smještajnih objekata

graduate thesis

• Title (english): The role of online reviews and ratings in the decision making process of consumers when choosing accommodation facilities
• Author: Ana Karlić
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjem digitalnom dobu, online recenzije i ocjene postale su ključan element u procesu donošenja odluka potrošača prilikom odabira smještajnih objekata. Recenzije pružaju transparentan uvid u iskustva prethodnih gostiju omogućujući potencijalnim posjetiteljima da procijene kvalitetu usluge, čistoću, lokaciju i dodatne pogodnosti koje objekt nudi. Online recenzije i ocjene ne samo da pomažu potrošačima u formiranju očekivanja već i u izgradnji povjerenja prema smještajnom objektu prije same rezervacije. Istraživanjem ponašanja potrošača cilj je bio pronalazak odgovora na pitanja odnosno identificiranje faktora koji utječu na odluke potrošača prilikom odabira smještajnih objekata putem interneta. U ovom kontekstu, posebna pažnja posvećena je ulozi online recenzija i ocjena kao ključnih elemenata koji oblikuju percepciju potrošača i njihove konačne odluke o rezervaciji. Potvrđeno je da recenzije i ocjene imaju veliku ulogu u kreiranju percepcije o vrijednosti smještaja i na konačnu odluku o rezervaciji. Detaljne i pozitivne recenzije mogu povećati atraktivnost smještajnog objekta dok negativne recenzije mogu potaknuti potrošače na traženje alternativa. Ključni čimbenici koji utječu na potrošače uključuju, detaljnost, iskrenost i relevantnost recenzija i ocjena. Impliciranjem rezultata provedenog istraživanja uz sustavno i argumentirano pojašnjenje pretpostavki postavljenih prije istraživanja donosi se zaključak o aktualnim ponašanjima potrošača na internetu prilikom odabira smještajnih objekata.

Abstract (english)

In today's digital age, online reviews and ratings have become a crucial element in the decision-making process for consumers when choosing accommodation. Reviews provide a transparent insight into the experiences of previous guests, allowing potential visitors to assess the quality of service, cleanliness, location, and additional amenities offered by the establishment. Online reviews and ratings not only help consumers form expectations but also build trust in the accommodation before making a reservation. The goal of researching consumer behavior was to find answers to questions, specifically identifying the factors that influence consumer decisions when selecting accommodation online. In this context, special attention was given to the role of online reviews and ratings as key elements that shape consumer perception and their final booking decisions. It was confirmed that reviews and ratings play a significant role in shaping the perceived value of accommodation and the final decision to book. Detailed and positive reviews can increase the attractiveness of an accommodation, while negative reviews may prompt consumers to seek alternatives. The key factors that influence consumers include the detail, honesty, and relevance of reviews and ratings. By applying the results of the conducted research, along with systematic and well-argued explanations of the assumptions set before the research, a conclusion is drawn about current consumer behavior on the internet when choosing accommodation.

• Keywords: online recenzije; ocjene; ponašanje potrošača; percepcija vrijednosti; turizam
• Keywords (english): online reviews; ratings; consumer behavior; perceived value; tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:148:486952
• Study programme: Title: Digital marketing; 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 authenticated users
• Created on: 2024-10-03 14:03:34