The impact of social media on consumers' restaurant choices

Keresztes Vanessza (2022) The impact of social media on consumers' restaurant choices. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The main aim of this research is to examine the relationship between consumers' social media activity and their restaurant selections. As a means of achieving that goal, this dissertation examines customers' online behavior on social media platforms such as on Facebook or Instagram, as well as their dining habits when they are at home and when they are traveling. (For example how often they visit restaurants or if they tend to spend more money on eating out, when they are travelling. Firstly, It will discuss social media, its importance in the past, and how each site (Facebook, Instagram, and Tiktok) was formed and developed. It will be discussed why these social media platforms were chosen, although as this chapter will show, these are not the most used ones. Also the advatages and disadvantages of using these sides as a marketing tool will be discussed and also its advantages and disadvantages. Kaspersky Lab’s poll will show the usage of social media platforms by Hungarians. In the following chapter the gastronomic side of Hungary will be presented, including the various forms of gastrotourism and the country's gastronomic attractiveness. Also it is going to discuss the typology and behavior of food tourists, and show a research made by Dining Guide introducing some aspects of Hungarians restaurant visit habits. The final section examines the point of view of the consumer. This chapter contributes to a better understanding of consumer behavior and the factors that influence consumers' restaurant selection decisions. In addition, it will demonstrate the differences in social media usage between different generations of the population, as it gives a base for the analysis of the survey analysis. The primary study approaches the subject from two different perspectives. The responses of 217 individuals to an online survey regarding their social media habits and dining out habits provide insight into the consumer perspective when they are at home and when they are travelling. The analysis consist the differences between the generations and genders. Additionally, the report includes two interviews with restaurant owners who discuss the significance of social media marketing in their businesses. The first interview was made with András Jókuti also known as Világevő since he has opened his first restaurant lately called Nudli and owns one of Hungary’s most known gastroblogs. And Edina Müller, the owner of Stube at Pilisvörösvár, their restaurant's story quite fascinating, as they chose to create a high-quality restaurant in Pilisvörösvár, with an interesting fusion of Italian gastronomy and traditional swabian dishes, without having aexperience in the hospitality industry The dissertations objectives are to investigate the use of social media and its effect on restaurant selection when they are at home and when they are travelling and to evaluate the relevance of social media marketing from the restaurant owner's perspective. Also to explore the ways in which social media media activity is connected with eating out. To better understand each age group's social media behavior and lastly to give recommendations to restaurants on how to leverage this knowledge to increase consumer interaction.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	gastronomy, marketing, restaurant, Social media, tourism
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Júl. 15. 11:21
Utolsó módosítás:	2022. Júl. 15. 11:21

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