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L?effetto dei blog e del passaparola virtuale sul processo decisionale dei crocieristi: un?analisi con simulazione ad agenti

Author

Listed:
  • Lara Penco
  • Marco Remondino
  • De Falco Salvatore Esposito

Abstract

Il presente lavoro intende esaminare l?influenza dei blog (e di altri strumenti simili, quali le comunit? virtuali, i newsgroup, le chat-room e i siti web specializzati nella recensione di prodotti) sul processo decisionale dei croceristi riguardo ai seguenti problemi: scelta della compagnia di crociera, della destinazione del viaggio e della nave. Tali strumenti, infatti, creano un processo di passaparola virtuale. Per valutare l?effetto dei blog, ? stata realizzata un?indagine condotta on line sugli utenti di blog crocieristici. Sulla base di risultati empirici, ? stato implementato un Modello di Simulazione Applicato. Il presente studio si focalizza in particolare sui seguenti punti: i) come i blog e altri strumenti per il passaparola virtuale possano incrementare la diffusione di un messaggio in un contesto sociale; ii) in che modo ci? che ? riportato dai blog e dagli altri sistemi che veicolano il passaparola virtuale possa essere considerato determinante nel processo decisionale dei croceristi. I risultati mostrano come i nuovi opinion leader non istituzionali e veicolati mediante Internet si rivelino uno strumento fondamentale. Essi dovrebbero essere tenuti in considerazione per la conduzione di strategie di marketing, in special modo per quanto riguarda la gestione della reputazione aziendale di una compagnia di crociera.

Suggested Citation

  • Lara Penco & Marco Remondino & De Falco Salvatore Esposito, 2013. "L?effetto dei blog e del passaparola virtuale sul processo decisionale dei crocieristi: un?analisi con simulazione ad agenti," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2013(3), pages 371-391.
    • Handle: RePEc:fan:ededed:v:html10.3280/ed2013-003003
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    References listed on IDEAS

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