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Choosing the Hotel According to the Quality Presented by Influencers on Social Networks

In: International Conference Innovative Business Management & Global Entrepreneurship (IBMAGE 2020)

Author

Listed:
  • Corina Aurora Marin (Barbu)

    (Buchаrest University of Economic Studies, Buchаrest, Romаniа)

  • Elenа Condreа

    (Ovidius University of Constаntа, Fаculty of Economic Sciences, Constаntа, Romаniа)

Abstract

The tourism industry has found an incredibly fertile ground to reach potential customers with the growth of social media. With the influencers’ tendencies to share moments in their lives and especially about their travels, social networks have become one of the most powerful weapons that travel agencies and hotels use to attract as many customers as possible. The phenomenon of influencers is one in development in our country as well. New accounts are constantly appearing on social networks, promoting brands from many fields (beauty, fashion, cooking, sports and even tourism). We are witnessing a revolution in the consumption of audiovisual content, and the development of the concept of influencer confirms this. The main purpose of this paper is to explore how influencers can influence consumers’ decisions in choosing a hotel. It will focus on research on attitudes and opinions on social media and information in tourism in Romania. The data were collected through an online opinion poll and were analyzed using descriptive statistics. Research has shown a great advantage in using influencers to attract customers. However, customers who choose certain hotels through influencers come with higher expectations, which is why the quality of services must rise to the highest standards.

Suggested Citation

  • Corina Aurora Marin (Barbu) & Elenа Condreа, 2020. "Choosing the Hotel According to the Quality Presented by Influencers on Social Networks," Book chapters-LUMEN Proceedings, in: Marcin Waldemar STANIEWSKI & Valentina VASILE & Adriana Grigorescu (ed.), International Conference Innovative Business Management & Global Entrepreneurship (IBMAGE 2020), edition 1, volume 14, chapter 51, pages 701-714, Editura Lumen.
    • Handle: RePEc:lum:prchap:14-51
    DOI: https://doi.org/10.18662/lumproc/ibmage2020/51
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    References listed on IDEAS

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    1. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 2017. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 17(2), pages 203-228, June.
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    More about this item

    Keywords

    tourism industry; influencers; quality; social media;
    All these keywords.

    JEL classification:

    • F2 - International Economics - - International Factor Movements and International Business
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics

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