Prepričevalne tehnike spletnih strani za rezervacije

magistrsko delo

Bruno Božičnik (Author), Maja Turnšek (Mentor)

Abstract

V sklopu te magistrske naloge smo raziskovali rabo prepričevalnih tehnik na spletni strani Booking.com. Najprej smo opravili kvalitativni del raziskave, nato še kvantitativni. V kvalitativnem delu smo pridobili različne informacije o rabi prepričevalnih tehnik. Kvalitativni del je bil tudi izhodišče za kvantitativni del raziskave, kjer smo s spletne strani Booking.com zbrali 140 ponudb oziroma enot, ki smo jih analizirali. Rezultati kvantitativnega dela so pokazali, da je povezava med številom recenzij in intenziteto prepričevalnih tehnik šibka, vendar opazna. Povezava med številom zvezdic in intenziteto prepričevalnih tehnik je zmerno močna. Povezave med oceno in intenziteto prepričevalnih tehnik nismo zaznali. Prav tako nismo zaznali povezave med uspešnostjo turizma države in intenzitete prepričevalnih tehnik ali med ceno in intenziteto prepričevalnih tehnik. Rezultate obeh delov raziskave smo interpretirali, omenili nekaj zanimivosti in navedli naša pričakovanja o spremembah rabe prepričevalnih tehnik na spletnih straneh za rezervacije. Prav tako smo izpostavili, katere raziskave bi bilo smiselno opraviti v prihodnje.

Keywords

preprečevanje;turizem;promocija;preprečevalne tehnike;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UM FT - Faculty of Tourism
Publisher:	[B. Božičnik]
UDC:	339.138:004.738.5:338.48(043.2)
COBISS:	2048245843
Views:	959
Downloads:	184
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Persuasion techniques of reservation websites
Secondary abstract:	In this master thesis we researched the use of persuasion techniques on website Booking.com. First we completed the qualitative part of the research and then the quantitative part. In the qualitative part we obtained various information about the use of persuasion techniques. The qualitative part was also used as a basis for the quantitative part where we collected 140 offers or units that we analyzed. Results of the quantitative part have shown that there is a weak but noticeable correlation between number of reviews and the intensity of persuasion techniques. The correlation between number of hotel stars and the intensity of persuasion techniques was moderate. We didn't notice a correlation between the rating and the intensity of persuasion techniques. Nor did we notice a correlation between success of country's tourism and the intensity of persuasion techniques or between the price and the intensity of persuasion techniques. We interpreted the results of both parts of the research, mentioned a few interesting points and named our expectations about the changes of persuasion techniques' use on reservation websites. We also pointed out which researches would be meaningful to conduct in the future.
Secondary keywords:	persuasion;tourism;promotion;persuasion techniques;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za turizem
Pages:	72 str.
ID:	10904686