Transcript Information and communication technologies in tourism

UNIVERSITY OF DEBRECEN, INSTITUTE OF APPLIED INFORMATICS AND LOGISTICS, DEPARTMENT OF AGRICULTURAL
INFORMATICS
Influence of social media on
holiday travel planning
LÁSZLÓ VÁRALLYAI
ASSOCIATE PROFESSOR
GERGELY RÁTHONYI
PREDOCTOR
Wednesday, March 29, 2017
1
OUTLINE
• INTRODUCTION
• LITERATURE REVIEW
• RESEARCH METHOD
• RESULTS
• CONCLUSION
Introduction
• WIDE SPREAD OF THE INTERNET; DEVELOPMENT OF ICTS
• PLATFORM OF TOURISM INCREASINGLY GET TO THE INTERNET.
(VITALLY IMPORTANT: INFORMATION-BASED INDUSTRY)
• TRAVELLERS HAVE TO COLLECT A LOT OF INFORMATION.
(REDUCE THE RISK OF TRAVEL RELATED PURCHASE)
• PROPER INFORMATION INCREASE THE QUALITY OF THE TRIP
• TOURISTS ACCESS SUCH INFORMATION AND PURCHASING
OPPORTUNITIES WHICH WERE ONLY AVAILABLE WITH THE HELP
OF INTERMEDIARIES EARLIER.
Introduction
• WEB 2.0 HAS FUNDAMENTALLY CHANGED THE WAY OF
INFORMATION SEARCH BEHAVIOUR AND TRAVELLING DECISION
MAKING PROCESS OF TOURISTS.
• TRAVELLERS
HAVE
BECOME
MORE
INDEPENDENT,
EXPERIENCED, FLEXIBLE AND SOPHISTICATED. (IN ARRANGING
THEIR TRIPS)
• TOURISTS HAVE ACCESSED COUNTLESS RELIABLE AND
APPROPRIATE INFORMATION PROVIDED BY MORE AND MORE
OTHER USERS/TRAVELLERS. (CONSUMERS INCREASINGLY RELY ON
OTHER TRAVELLERS’ EXPERIENCES, THEREFORE INFORMATION SEARCH IS
MOVING TO ONLINE SOCIAL MEDIA)
Literature review
• COMPLEX PHENOMENON:
• TECHNOLOGICAL
• BUSINESS-PHILOSOPHICAL
• SOCIOLOGICAL
• ALSO KNOWN AS PEOPLE-CENTRIC
MEDIA.
WEB,
PARTICIPATIVE
WEB, SOCIAL
• WEB 1.0 :
USERS ARE THE PASSIVE VIEWER OF CONTENT THAT WAS
CREATED FOR THEM
• WEB 2.0 :
A PLATFORM FOR USERS TO INTERACT AND COLLABORATE
WITH EACH OTHER
• TRAVEL 2.0 : EXTENSION
INDUSTRY
OF THE CONCEPT OF
WEB 2.0
IN TOURISM
Literature review
• “AN ATTITUDE RATHER THAN A TECHNOLOGY”. (O’REILLY, 2004)
• “ TOOLS OF MASS COLLABORATION”, INTERNET
USERS ACTIVELY
PARTICIPATE AND COLLABORATE WITH OTHER USERS IN ORDER TO
CREATE, USE AND SHARE INFORMATION. (SIGALA, 2007)
• “ THE SECOND-GENERATION OF INTERNET-BASED SERVICES
THAT LET PEOPLE COLLABORATE AND SHARE INFORMATION
ONLINE IN PERCEIVED NEW WAYS SUCH AS SOCIAL
NETWORKING SITES, BLOGS, WIKIS, VIDEO SHARING SITES,
WEB APPLICATIONS, AND COMMUNICATION TOOLS”. (BUHALIS –
JUN, 2011)
Literature review
• THERE IS NOT YET AN AGREED TERM TO DESCRIBE SOCIAL MEDIA.
•
SOCIAL SOFTWARE, SOCIAL WEB SITES, CONSUMER-GENERATED MEDIA, USER-GENERATED
MEDIA,
USER-GENERATED
CONTENT
WEBSITES,
WEB 2.0
• IN
ADDITION TO THE TERMINOLOGICAL ISSUES, THE ACADEMIC
LITERATURE ALSO EVIDENCES A DISAGREEMENT ON THE TAXONOMY
OF SOCIAL MEDIA.
•
SOCIAL NETWORKING, PROFESSIONAL NETWORKING, BLOGS, MICROBLOGGING, PICTURE
SHARING, VIDEO SHARING, SOCIAL BOOKMARKING, USER FORUMS, RSS, PODCASTS,
WIDGETS, CHAT ROOMS.
• DESPITE
DISAGREEMENT, THE TERM SOCIAL MEDIA IS GAINING THE
WIDER ACCEPTANCE AMONG RESEARCHERS.
Literature review
• “
A GROUP OF INTERNET-BASED APPLICATIONS THAT
BUILD ON THE IDEOLOGICAL AND TECHNOLOGICAL
FOUNDATIONS OF
WEB 2.0,
CREATION
EXCHANGE
AND
AND THAT ALLOW THE
CONTENT”. (KAPLAN AND HAENLEIN, 2010)
OF
USER-GENERATED
Research method
• The questionnaire was filled precisely by 636
people, this multitude represented the
internet user population over 18 according to
gender, age and region.
• The statistical analyses were fulfilled with SPSS
22.0 software.
• Mean, standard deviation, frequency
• Pearson's chi-square test,
• Analysis of variance.
Results
• Demographic summary of survey
• The age group with the most significant
number of responses was the group 18-29,
with 28.8% of the total of responses, while
only approximately 19% are aged between 4049.
• In terms of gender, of the 636 respondents,
51% were females and 49% were males.
Results
Information sources
Average
Standard
deviation
Information of friends and family members
4,09
0,93
Reviews of other travellers (e.g. Tripadvisor)
3,50
1,05
Official travel pages
3,39
1,16
Travel books, brochures, travel magazines
3,35
1,12
Social media pages (e.g. Facebook)
3,29
1,14
Blogs, travel blogs (e.g. Origo travel head)
3,01
1,20
Travel agency
3,00
1,24
Online photo sharing sites (e.g. Instagram travel photos)
2,80
1,24
TV, radio, newspaper
2,78
1,06
Online video sharing sites (e.g. Youtube travel videos)
2,78
1,18
Results
Travel period
Before travel/holiday
Statement
Collecting ideas where to travel
Selecting possible travel destinations
Percentage of respondents
67,8%
46,5%
If it has to be confirmed that good destination
32,3%
was selected
Collecting ideas and information during search
62,3%
for accommodation
Collecting ideas and information during search
49,5%
for various leisure programmes
During travel collect information about a e.g.
52,6%
sight of programme
During travel share my experience on various
9,3%
forums
During travel/holiday
During travel share my photos or videos with
others
(other
travellers,
friends, 29,6%
acquaintances)
Contacting with friends/family members
Use these pages not related to my travel
After travel/holiday
47,3%
12,3%
After travel, share photos/videos taken during
travel with others (other travellers, friends, 25,9%
acquaintances)
Write a review about the accommodation or
25,8%
other services
Conclusion
• We can conclude that the respondents are using the social media
pages during the whole planning process of travel but for various
reasons and with various extent.
• In the planning phase before travel most of the consumers visit
these social media sites to collect information but there is a large
number of users who use these sites during the selection of
accommodation.
• Only third of users visit social media sites to confirm the correct
selection of holiday destination.
• During travel the respondents collect information about a certain
sight or program and use social media sites for contacting. After
travel every fourth user visits social media pages for example to
share their experience and photos or write reviews.
• These results mean lower numbers comparing with the international
trends where most of the users make the best of sharing their
opinion and experience (e.g. phrasing critics related to the
accommodation.
Thank you for your
attention!