Istraživanje utjecaja društvenih mreže i Internet influencera na odluku o turističkom putovanju

master's thesis

• Title (english): Research on the impact of social networks and Internet influencers on the decision to travel
• Author: Đeni Đikić
• Mentor: Josip Mikulić (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Petra Barišić (član povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-02-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U ovom diplomskom radu teorijskim i istraživačkim dijelom je pobliže prikazan utjecaj društvenih mreža i Internet influencera na donošenje odluka potencijalnih potrošača o turističkom putovanju i potražnje za turističkim destinacijama . Rad je usmjeren na Internet influencere koji svojim djelovanjem na društvenim mrežama poput Instagrama, Facebooka, YouTubea i mnogih drugih utječu na mišljenja i stavove svojih pratitelja koje ujedno pretvaraju u kupce raznih proizvoda i usluga. Prikazan je utjecaj influencer marketinga i moć prezentacije turističkih destinacija, događanja, atrakcija i usluga putem društvenim mreža. Primarni izvori podataka dobiveni su istraživanjem provedenim na temelju anketnog upitnika te su rezultati prikazani statistički uz pomoć grafikona dok se za sekundarne izvore podataka koristila stručna literatura domaćih i stranih autora poput knjiga, specijaliziranih časopisa i internetskih stranica. Provedeno istraživanje pokazalo je da društvene mreže i Internet influenceri uvelike pridonose uspješnom marketingu i promociji turističkih destinacija te svojim djelovanjem potiču i inspiriraju ispitanike na planiranje putovanja.

Abstract (english)

The influence of social networks and Internet influencers on decision making process that the potential customers make about tourist travel and the demand for tourist destination is previewed comprehensively in this master thesis. The thesis focuses on Internet influencers who, through their activities on social networks such as Instagram, Facebook, YouTube and many others, influence their followers´ opinions and stances, transforming them into the buyers of various products and services. The impact of influencer marketing and the power of presenting the tourist destinations, events, attractions and services through social networks are also shown. Primary data sources were obtained from a survey conducted on the basis of a questionnaire and the results were presented statistically with the help of graphs, while for secondary data sources were used professional literature of domestic and foreign authors such as books, specialized journals and websites. The conducted research showed that social networks and internet influencers greatly contribute to successful marketing and promotion of tourist destinations, and their activities encourage and inspire respondents to plan their travels.

• Keywords: društvene mreže; Internet influenceri; influencer marketing; turističke destinacije
• Keywords (english): social networks; Internet influencers; influencer marketing; tourist destinations
• Language: croatian
• URN:NBN: urn:nbn:hr:148:931830
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-02-08 19:53:07