Spreminjanje vedenja turistov zaradi vplivnostnega trženja

empirična raziskava med slovenskimi turisti

Lucija Korbar (Author), Maja Konečnik Ruzzier (Author)

Abstract

This paper presents influencer marketing and its effects on the tourist behavior process. Although influencer marketing has become a popular form of marketing in all areas in recent years, there is little scientific and empirical research on the impact of influencers on tourist buying behavior. The results of a survey conducted among Slovenian tourists imply that influencer marketing impacts the initial stages in the buying behavior process, especially the identification of needs and desires. When searching for information, many tourists look at Instagram and travel blogs. However, the results do not confirm influencer marketing to represent an important information source and the decisive influence on buying decisions. In addition, tourists do not find influencers credible. The results of the research confirm the findings of tourism companies that cooperation with influencers is recommendable, but caution is needed when selecting and cooperating with influencers.

Keywords

trženje;turizem;potrošnik;marketing;tourism;consumer;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	1.01 - Original Scientific Article
Organization:	UL EF - Faculty of Economics
UDC:	339.138
COBISS:	77272579
ISSN:	1408-1652
Views:	222
Downloads:	35
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Changes in tourist behavior due to influencer marketing
Secondary abstract:	This paper presents influencer marketing and its effects on the tourist behavior process. Although influencer marketing has become a popular form of marketing in all areas in recent years, there is little scientific and empirical research on the impact of influencers on tourist buying behavior. The results of a survey conducted among Slovenian tourists imply that influencer marketing impacts the initial stages in the buying behavior process, especially the identification of needs and desires. When searching for information, many tourists look at Instagram and travel blogs. However, the results do not confirm influencer marketing to represent an important information source and the decisive influence on buying decisions. In addition, tourists do not find influencers credible. The results of the research confirm the findings of tourism companies that cooperation with influencers is recommendable, but caution is needed when selecting and cooperating with influencers.
Secondary keywords:	marketing;tourism;consumer;influencer marketing;influencers;tourist behaviour;
Type (COBISS):	Article
Pages:	str. 25-40
Volume:	ǂLetn. ǂ15
Issue:	ǂšt. ǂ29
Chronology:	dec. 2020
ID:	13694390