Har sociala medier och Influencers betydelse? : En undersökning om resenärernas uppfattning och attityd på marknadsföring av turism genom sociala medier

• Main Authors: Avebäck, Freja, Pagan, Katarina
• Format: Others
• Language: Swedish
• Published: Södertörns högskola, Turismvetenskap 2019
• Subjects: Social Media; Influencer Marketing; WOM and eWOM; Digital Marketing; Tourism marketing; Sociala Medier; Influencer marknadsföring; WOM och eWOM; Digital marknadsföring och Turism marknadsföring.; Social and Economic Geography; Social och ekonomisk geografi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38748

Swedish travelers’ consumption has increased in relation to better economic conditions and demographic changes. In 2017, domestic leisure travelers’ consumption increased and the reason for such a changed tourism industry which is due to a changed behavior among travelers. One major reason is that internet and social media has had a major impact on the tourism industry (TIllväxtverket, 2017). Social media has developed new marketing techniques such as Influencer Marketing (IM) and Viral Marketing. The purpose of this study is to find out how travelers are affected by IM when choosing a destination, as a basis for this research the writers created a web survey where the target group was Swedish travelers who like to travel, the survey was answered by 188 respondents. The writers used netnography to review ten influencers to build their own interpretation of the subject and the result suggests that influencers have a role as an information source (eWOM) but are not the decision-making source for travelers’ consumption.