Spreminjanje vedenja turistov zaradi vplivnostnega trženja

empirična raziskava med slovenskimi turisti

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

Povzetek

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.

Ključne besede

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

Podatki

Jezik:	Slovenski jezik
Leto izida:	2020
Tipologija:	1.01 - Izvirni znanstveni članek
Organizacija:	UL EF - Ekonomska fakulteta
UDK:	339.138
COBISS:	77272579
ISSN:	1408-1652
Št. ogledov:	222
Št. prenosov:	35
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Changes in tourist behavior due to influencer marketing
Sekundarni povzetek:	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.
Sekundarne ključne besede:	marketing;tourism;consumer;influencer marketing;influencers;tourist behaviour;
Vrsta dela (COBISS):	Članek v reviji
Strani:	str. 25-40
Letnik:	ǂLetn. ǂ15
Zvezek:	ǂšt. ǂ29
Čas izdaje:	dec. 2020
ID:	13694390