Instagram as Millennials’ travel guide - To what extent does social media and influencers impact people’s holiday choices?

Szentiványi Sára (2021) Instagram as Millennials’ travel guide - To what extent does social media and influencers impact people’s holiday choices? Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In my thesis I have revived several relevant literatures to the topic. This review has concluded that social media has significant role in the travel industry. It is a useful marketing tool, but it can also have behavioral shaping effect on consumers that have a major role when assessing the impact of the phenomena. The world wide web has shaped our past present and future in every bit, and it can be found present in the simplest everyday tasks that we make. Social media has not only connected people, and subsequently made the world to feel smaller but formed communities, shaped our way of communication, our culture and our behaviors.As the Millennials and Gen Z born to see and experience the rapid development of telecommunications and the “internet era” the different generations have different consuming habits of social media, it’s impact on costumers also differs.Nowadays the latest trends are shaped by the younger generations that are on the rise. The Millennials and Gen Z will soon be the most popular generic cohort thus have the most purchasing power and influence the consumer trends. These generations have experienced the web as no others before, they use it in almost every aspect of their life. That’s why they are the most influenced by social media and influencers. Social media is not only a way to connect for them, but also a way of self-expression, of learning, collecting information and it also can have an impact on their beliefs and value system. Influencers can have a huge impact on their followers thanks to their personality, content and friend like connection to their audiences. They can shape their follower’s information channels, decision making process and ultimately, they can also influence their purchasing behavior. Their first source of information is social media, this is where they socialize, build relationship and gather information on various topic that they are interested in. Travel related communities are blossoming on each social media platform, providing an opportunity for people to exchange their knowledge and experiences. User generated content are the most popular among users, as they perceive them as more trustworthy. Byut as we humans crave human interaction, influencers are ultimately very successful because they imitate interpersonal relationships between them and their followers. Travel influencers are mostly followed for their knowledge, their aesthetic and scenic imagery. In Hungary travel influencers are not widespread yet as much as in for example in the English-speaking nations.In 2020 the COVID-19 pandemic has had a lifechanging twist in our world, and life in every way possible have shifted online. People order products and services online, working online, learning online and also the entertainment industry have shifted towards online platforms to. In this year the EMAs were held online and the host of the night was Hungary.Traditional media and online and social media is interlocking as the pandemic maybe teaching us to embrace digital solutions boldly.The famous social media platform Instagram has more than 1 billion active monthly users. It has become an opportunity to small businesses to shine and also supported the rise of several social media content creators and influencers. As travel is a very unique service that is intangible consumers want to evaluate their choices and make the best and more informed decision when choosing a destination or touristic service. Word of Mouth have long been a significant marketing tool in the tourism industry when it was based in a more interpersonal setting. Nowadays WOM have been mostly replaced by eWOM thanks to the rise of rating sites and consumer review sites.Instagram has built its success on a visual brand. Tourism requires potential visitors to visualize their experience as they cannot try them in advance. Thus, Instagram is a powerful tool helping future consumers to decide on a service in tourism. Users are not only using Instagram as a search engine to find scenic places to go or great things to do, but also using it during their trip, when they share their experiences with their friends, family and potentially with other travelers. The reaction that these posts get can also impact a consumer’s level of satisfaction as people crave validation. That’s why businesses have to be proactive on social media platforms to engage their consumers.Influencers are imitating a friendship like relationship with their followers. They share various tips and tricks, show interesting content and communicate passionately and knowledgably on a topic. Brands have long been using “influencers” for marketing in the past. These celebrities were picked because people often associate their feelings towards the celebrity with the product that they endorse. The same can be studied when researching influencers, their interactive connection and engaging content can also further boost a success to an influencer campaign. In tourism according to my study influencers have the most impact in endorsing services and events.In my thesis I have studied how and to what extent influencers can impact their follower’s holiday choices and why are they impactful. Moreover, the younger generations consumption of social media and their travel habits. The power of Instagram on economics and how the application can be present in the different stages of the travel experience.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Vendéglátás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	gastronomy, hotels, marketing, online marketing, Social media, tourism
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 14:06
Utolsó módosítás:	2021. Feb. 08. 14:07

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