THE INFLUENCE OF SOCIAL NETWORKS IN TRAVEL DECISIONS

Authors

  • Iulia Elena Varga George Emil Palade University of Medicine, Pharmacy, Science and Technology of Targu Mure, Romania
  • Manuela Rozalia Gabor George Emil Palade University of Medicine, Pharmacy, Science and Technology of Targu Mure, Romania

DOI:

https://doi.org/10.2478/eoik-2021-0015

Keywords:

Marketing research, Consumer behaviour, Social networks, Tourism

Abstract

Social networks are not the same as they were 10 years ago. Now, in addition to the role of "socialization", their basic role, marketing has also intervened. Marketing can be defined as the art of identifying and satisfying customer needs while producing profit. Nowadays, through social media marketing, a company can promote itself or present products and services very easily, while being able to target exactly the desired people, which translates into making more profit. Our paper provides arguments on the influence of social media in travel decisions, and it’s based on a study of consumer behaviour in this field. The study began from our interest in the way social networks influence our personal decision to travel, to visit a certain area or a certain landmark, so we wanted to find out more information about how this "hypnosis" works. The main hypothesis of the study was that people are influenced by social networks in their travel decisions and according to the results, the hypothesis was confirmed. 91.35% of the total participants in the study were tempted to travel because of a photo seen on a social network, therefore, a good social marketing campaign could really make a difference in travel decisions.

References

Erol G., Ülkü A. (2019). Social Media and Tourism. Chapter 10 in Current issues in Tourism and Hospitality Management, Strategic Researches Academy (SRA), ISBN: 978-605-69709-1-7

Gupta H., Singh S., Sinha P. (2017). Multimedia tool as a predictor for social media advertising- a YouTube way. Multimed Tools Appl 76:18557–18568, doi 10.1007/s11042-016-4249-6

Nikjoo A.H., Ketabi M. (2015). The role of push and pull factors in the way tourists choose their destination. An International Journal of Tourism and Hospitality Research, 4(26), 588-597

Roberts M., Callahan L., O’Leary C. (2017). Social media: A path to health literacy. Information Services & Use 37 (2017) 177–187, doi 10.3233/ISU-170836

Shirky C. (2011). The Political Power of Social Media: Technology, the Public Sphere, and Political Change, Foreign Affairs, Vol. 90, No. 1 (JANUARY/FEBRUARY 2011), pp. 28-41

Sârbu R., Alecu F., Dina R. (2018). Social media advertising trends in tourism. Amfiteatru Economic, 20 (Special No. 12), 1016-1028, doi: 10.24818/EA/2018/S12/1016

Varga E.I. (2018). The importance of social media. Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 6/2018, 80-91

Živković R., Gajić J., Brdar I. (2014). The impact of social media on tourism. SINTEZA 2014 - E-Business in tourism and hospitality industry, 758-761, doi: 10.15308/SInteZa-2014-758-761

Digital 2020 October Global Statshot Report - https://datareportal.com/reports/digital-2020-october-global-statshot

http://statistici.insse.ro:8077/tempo-online/#/pages/tables/insse-table

www.statista.com

www.instagram.com

www.facebook.ro

https://www.turismmarket.com/instagram-in-topul-retelelor-de-socializare-in-turism

https://sproutsocial.com/insights/social-media-statistics/

http://www.facebrands.ro

https://www.zelist.ro

Downloads

Published

2021-12-18

How to Cite

Elena Varga, I. ., & Rozalia Gabor, M. . (2021). THE INFLUENCE OF SOCIAL NETWORKS IN TRAVEL DECISIONS . ECONOMICS - Innovative and Economic Research, 9(2), 35–48. https://doi.org/10.2478/eoik-2021-0015