Spreminjanje vedenja turistov zaradi vplivnostnega trženja : empirična raziskava med slovenskimi turisti

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

V prispevku predstavljamo vplivnostno trženje in njegove vplive na proces vedenja turistov. Čeprav je vplivnostno trženje v zadnjih letih postalo priljubljena oblika trženja na vseh področjih, je znanstvenih in empiričnih raziskav o vplivu vplivnežev na nakupno vedenje turistov zelo malo. Rezultati raziskave, izvedene med slovenskimi turisti, nakazujejo, da vplivnostno trženje vpliva na začetne faze v procesu nakupnega vedenja turistov, še posebej na prepoznavanje potreb in želja. Pri iskanju informacij mnogi turisti pogledajo Instagram in popotniške bloge, vendar ne moremo trditi, da jim to predstavlja pomemben vir informacij. Prav tako je raziskava pokazala, da turistov vplivneži ne prepričajo s svojo kredibilnostjo in nimajo odločujočega vpliva na njihove nakupne odločitve. Izsledki raziskave potrjujejo dognanja turističnih podjetij, da je sodelovanje z vplivneži priporočljivo, a je potrebna pazljivost pri izboru in sodelovanju z vplivneži.

• Language: Slovenian
• Keywords: trženje, turizem, potrošnik, vplivnostno trženje, vplivneži, vedenje turistov
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2020
• Number of pages: Str. 25-40
• Numbering: Letn. 15, št. 29
• PID: 20.500.12556/RUL-132131
• UDC: 339.138
• ISSN on article: 1408-1652
• COBISS.SI-ID: 77272579
• Publication date in RUL: 13.10.2021

KORBAR, Lucija and KONEČNIK RUZZIER, Maja, 2020, Spreminjanje vedenja turistov zaradi vplivnostnega trženja : empirična raziskava med slovenskimi turisti. Akademija MM [online]. 2020. Vol. 15, no. 29, p. 25–40. [Accessed 26 April 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=132131

Record is a part of a journal

• Title: Akademija MM
• Shortened title: Akad. MM
• Publisher: Marketing magazin
• ISSN: 1408-1652
• COBISS.SI-ID: 65123840

Secondary language

• Language: English
• Title: Changes in tourist behavior due to influencer marketing : an empirical research among Slovenian tourists

Abstract

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.

• Keywords: marketing, tourism, consumer, influencer marketing, influencers, tourist behaviour