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The impact of Social Media Marketing on consumer decision-making process in the tourism industry

  • Decisions are defining our daily lives. Consumers are making decisions frequently. Since new technologies appeared, and globalization is rising, people are facing new challenges and are confronted with more decisions to make than it was two decades earlier. Decisions are made in every industry. Likewise, it is in tourism. The tourism industry is booming, and the necessity of the internet required more than ever. Simultaneously tourism industry is faced with a new consumer who is creating, commenting, sharing, liking and posting content. Hence, it is more complex to analyze and understand this form of consumer. Changing position from an offline to an online member of the internet have had a huge impact on consumers’ behavior. Adaptation of Social Media Marketing to the new consumers tend to be more difficult than it was earlier. Consumers are getting more communicative dispose of a wider range of information, as the internet became a tool to interact and communicate. It is now more important that the tourism industry acts in a successful and sustainable way to improve its Social Media performance and adapt communication processes to be able to influence decisionmaking and direct consumer to their touristic supply. At this academic work, firstly, it is identified the term “tourism” to analyze the decisionmaking process adapted to the tourism industry. Moreover, critical phases, which can be strongly influenced by Social Media Marketing are defined, based on theoretical research. Moreover, a model is going to be designed, which describes adequate Social Media applications which are influencing consumers’ decision-making process. This is based on a quantitative research in form of a questionnaire. The resulting model is proved and discussed later approached by a qualitative research, which will be designed as an expert discussion.

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Author:Alessia Raffaele
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/02/28
Release Date:2019/03/06
Tag:Decision-making; Social media marketing; Tourism
Page Number:76
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG