Uloga društvenih medija u odabiru turističke destinacije

master's thesis

• Title (english): The role of social media in the selection of tourist destination
• Author: Lana Bradašić
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Vladimira Rezo (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Vanesa Varga (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Povezanost između društvenih medija i turizma veća je nego ikada što potvrđuje činjenica da
turisti preko društvenih medija istražuju, prikupljaju informacije, donose odluke i dijele svoja
iskustva s drugima. U radu se metodom ankete istraživala uloga društvenih medija u odabiru
turističke destinacije s posebnim naglaskom na mlade - milenijalce i generaciju Z. Cilj rada bio
je utvrditi i analizirati ulogu Facebooka, Instagrama, YouTubea i TripAdvisora kad je riječ o
odabiru turističke destinacije među milenijalcima i generacijom Z, odnosno kakva je njihova
uloga prije, za vrijeme i nakon putovanja. Poseban je naglasak stavljen na Facebook kao
društveni mediji s najviše aktivnih korisnika; Instagram koji je osobito popularan među mladima
jer je usmjeren na vizualan sadržaj; YouTube kao najpoznatiju platformu za dijeljenje
videozapisa te TripAdvisor jednu od najposjećenijih platformi za planiranje putovanja i
rezervaciju smještaja. Rezultati istraživanja pokazali su da mladi svakodnevno koriste društvene
medije stoga ne čudi da za njima posežu i kad biraju turističku destinaciju, odnosno da za njih
društveni mediji imaju značajnu ulogu u odabiru turističke destinacije. Jednako tako, potvrđeno
je da su društveni mediji najčešći izvor informiranja kod odabira zbog jednostavnog korištenja,
dostupnosti brojnih informacija i iskustva drugih. S druge strane, Instagram nije najvažniji
društveni medij među mladima kada je riječ o odabiru turističke destinacije već svim medijima
više manje pridaju podjednaku važnost, a objave influencera ne smatraju relevantnima kad
odabiru turističku destinaciju.

Abstract (english)

The link between social media and tourism is closer than ever, which is underlined by the fact
that tourists are using social media to explore, collect information, make decisions and share
their experiences with others. This paper applies the polling methodology to look into the role of
social media in the selection of tourist destinations, with a special focus on young people – the
Millennials and Generation Z. The paper's objective was to establish and analyze the role of
Facebook, Instagram, YouTube and TripAdvisor in the tourist destination selection process
among Millennials and Generation Z or, respectively, what their role is prior to, during and after
the trip. Particular emphasis is placed on Facebook as the social networking website with the
largest number of active users; on Instagram, being particularly popular among young people as
is geared towards visual content; on YouTube as the best-known video-sharing platform, and on
TripAdvisor, one of the most-visited sites for travel planning and accommodation booking. The
research results indicate that young people are using social media on a daily basis, therefore it is
not surprising that they will readily resort to them when choosing their tourist destination, or that
social media play a significant role for them in the selection of their tourist destination. It has
been confirmed as well that, in the selection process, social media serve as the most frequently
used source of information, due to ease of use and availability of a large amount of information
and experiences supplied by others. On the other hand, Instagram is not the most important
social networking website among young people when it comes to choosing the tourist
destination; they rather attach more or less equal importance to all media, while they do not
consider opinions posted by influencers to be relevant for selection of their tourist destination.

• Keywords: društveni mediji; turizam; turistička destinacija; mladi; Facebook; Instagram; YouTube; TripAdvisor
• Keywords (english): social media; tourism; tourist destination; young people; Facebook; Instagram; YouTube; TripAdviso
• Language: croatian
• URN:NBN: urn:nbn:hr:111:431403
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-11-09 13:28:23