Generiranje spletnih govoric na TripAdvisorju

vpliv izbranih dejavnikov

Špela Zupanc (Author), Klement Podnar (Mentor)

Abstract

Magistrsko delo se ukvarja z raziskovanjem dejavnikov, ki vplivajo na generiranje spletnih govoric na popotniški strani TripAdvisor, ki predstavlja največje stičišče mnenj na področju turizma. Zapomljiva turistična izkušnja, zadovoljstvo uporabnika in pripravljenost pomagati podjetju so bili identificirani kot dejavniki, ki vplivajo na generiranje spletnih govoric, smo pa njihov vpliv preverili konkretno na TripAdvisorju. Dejavnike smo preverili na primeru ponudnika turističnih aktivnosti po Sloveniji, vzporedno pa nas je zanimalo tudi, koliko časa po obiskani aktivnosti so turisti pripravljeni generirati mnenje in širiti svoje turistične izkušnje. TripAdvisor je za turizem zelo pomemben družbeni medij, saj turisti tam iščejo informacije – ne samo zato, ker lahko najdejo mnenja o skoraj vsakem turističnemu ponudniku (če ponudnika ni, danes ne obstaja), ampak tudi zato, ker so mnenja na strani vsak dan nova, torej so izkušnje uporabnikov vsak dan osvežene. Ker so turistične izkušnje neoprijemljive in jih turisti pred nakupom ne morejo preizkusiti, turisti verjamejo dejanskim izkušnjam predhodnih uporabnikov (bolj kot marketinško posredovanim sporočilom turističnih ponudnikom). Tako spletna mnenja lahko delujejo kot marketinško orodje. Razumevanje dejavnikov, ki delujejo kot sprožilci generiranja mnenj na TripAdvisorju, lahko turističnemu podjetju pomaga pri prilagoditvi marketinških aktivnosti in povečanju prodaje turističnih izdelkov, storitev ter izkušenj.

Keywords

spletne govorice;TripAdvisor;zapomljiva turistična izkušnja;zadovoljstvo uporabnika;turistični marketing;Svetovni splet;Govorice;Turizem;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[Š. Zupanc]
UDC:	338.48:004.738.5(043.3)
COBISS:	35785309
Views:	559
Downloads:	165
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Generating electronic word of mouth on TripAdvisor – the impact of chosen factors
Secondary abstract:	This master study is researching the factors that impact the electronic word-of-mouth (eWOM) generated on the TripAdvisor travel website which represents the world's largest online review site in the tourism sector. Memorable tourism experience, customer satisfaction and the willingness to help a company have been identified as factors that impact eWOM and this thesis focuses on examining the impact of these factors specifically on TripAdvisor. We examined the factors with regard to a provider of tourism activities in Slovenia and, at the same time, studied how long after the activity during their visit the tourists were willing to generate the reviews and share their experience. TripAdvisor is a very important social media channel because it is one of the most widespread sources of information for tourists – not only because they can find reviews of virtually all tourism providers (if they are not there, they don't exist), but also because there are new online reviews every day, which in turn means daily updates of travel experiences. Tourism experiences are intangible and tourists cannot test them before buying, therefore, they trust the actual experiences of other users (more than promotional messages of tourism providers). This means that online reviews can also play the role of a marketing tool. Understanding the factors which trigger the generation of reviews on TripAdvisor can help a tourism company to adapt its marketing activities and increase the sales of tourism products, services and experiences.
Secondary keywords:	World Wide Web;Rumor;Tourism;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	78 str.
ID:	10958516