Loading...
Publication
Impact of Instagrammers on consumers travel behaviour in the hospitality sector
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.86 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta dissertação tem como objetivo refletir como é que as inovações na tecnologia têm sido um forte fator que contribuíram para a transformação das categorias tradicionais de informação e, consequentemente, transformaram a perceção e experiência prática do turismo. As plataformas de redes sociais são um dos maiores fenómenos derivados dos avanços tecnológicos e têm tido uma adesão mundial extraordinária. Compreender como o novo turista viaja e como é que estes pesquisam por informação é crucial para todas as marcas e marketeers. Desde modo, a análise de novas tendências no turismo resultantes do uso de redes sociais, em particular da plataforma Instagram e do uso de Influencers em estratégias de marketing, é o ponto fulcral deste projeto dado que estas novas tendências não podem ser ignoradas se um negócio/destino quer manter a sua vantagem competitiva. As razões pelas quais a plataforma Instagram foi a escolhida para ser estudada, serão explicadas adiante, bem como detalhado o funcionamento da plataforma. Os influenciadores relacionados com o turismo, os Travel Instagrammers - também denominados influenciadores digitais - são um dos tipos de Instagrammers que existem e que estão agora a ser usados por hotéis e destinos. Perspetiva-se que terão um poder influenciador maior sobre os consumidores do que estratégias tradicionais de marketing e mesmo mais do que celebridades tradicionais. Deste modo, através deste projeto, será possível melhor compreender quem são estes indivíduos que são chamados de influenciadores digitais, a diferença entre eles, o porquê de serem tao influenciadores e, por fim, quais os benefícios para as marcas em trabalharem com eles. De acordo com os resultados do estudo de caso desta dissertação, influenciadores de viagem aparentam ter um impacto positive em duas dimensões do comportamento do consumidor, nomeadamente no Brand Awareness e Brand Loyalty. É, no entanto, importante mencionar que esse impacto é sentido em maior escala no conceito de Brand Awareness que na lealdade do consumidor. No entanto, relativamente à intenção de compra, os resultados obtidos não permitem dizer que os Instagrammers têm impactos positivos no comportamento do consumidor. As conclusões que podemos tirar relativamente à intenção de compra do consumidor é que os resultados são apenas parcialmente validados. De modo geral, os Instagrammers são considerados úteis para estratégias de marketing de hotéis que tenham por objetivo criar uma comunidade online bem como fomentar o reconhecimento da sua marca e alimentar boas relações com os seus clientes.
This dissertation aims to reflect how innovation in technology has been a major force that has contributed to the transformation of traditional sources of information, thereby redefining the perception and practical experience of tourism. Social media platforms are one of the biggest highlights of the advances in technology and have been increasing in terms of worldwide usage, now more than ever. Understanding how the new tourist travels and how they search for information is a fundamental step for all businesses and marketeers. As a result, the analysis of new trends in tourism due to the use of social media, specifically Instagram and the use of digital influencers in marketing strategies, is the prevalent theme of this chapter since these new advances cannot be ignored if a hotel aims to keep their competitive advantage. The reasons why Instagram was the chosen platform to be analysed will herewith be justified along with a detailed explanation on how the platform works. Travel Instagrammers, one type of Instagrammers, also known as digital influencers, are now being endorsed by hotels and destinations and are believed to have a bigger influential power over consumers than traditional marketing strategies or even traditional celebrities. Therefore, this paper strives to give a better understand of who these digital influencers are, the different types of digital influencers that exist, why they are so influential and in what ways they can benefit brands by working with them. According to the findings of the survey made for this paper, Travel Instagrammers are seen to have a positive impact for two of the three constructs of consumer behaviour. These two constructs are respectively, Brand Awareness and Brand Loyalty. Nevertheless, this impact is higher for the concept of Brand Awareness than for the loyalty of the consumers. However, when it comes to purchase intention the findings were just partly validated and it cannot be affirmed that Instagrammers have a positive impact on the purchase intention of consumers. Overall, Instagrammers were found to be a useful marketing strategy for hotels who aim to build a digital community, create awareness of their brand and build a strong relationship with their followers.
This dissertation aims to reflect how innovation in technology has been a major force that has contributed to the transformation of traditional sources of information, thereby redefining the perception and practical experience of tourism. Social media platforms are one of the biggest highlights of the advances in technology and have been increasing in terms of worldwide usage, now more than ever. Understanding how the new tourist travels and how they search for information is a fundamental step for all businesses and marketeers. As a result, the analysis of new trends in tourism due to the use of social media, specifically Instagram and the use of digital influencers in marketing strategies, is the prevalent theme of this chapter since these new advances cannot be ignored if a hotel aims to keep their competitive advantage. The reasons why Instagram was the chosen platform to be analysed will herewith be justified along with a detailed explanation on how the platform works. Travel Instagrammers, one type of Instagrammers, also known as digital influencers, are now being endorsed by hotels and destinations and are believed to have a bigger influential power over consumers than traditional marketing strategies or even traditional celebrities. Therefore, this paper strives to give a better understand of who these digital influencers are, the different types of digital influencers that exist, why they are so influential and in what ways they can benefit brands by working with them. According to the findings of the survey made for this paper, Travel Instagrammers are seen to have a positive impact for two of the three constructs of consumer behaviour. These two constructs are respectively, Brand Awareness and Brand Loyalty. Nevertheless, this impact is higher for the concept of Brand Awareness than for the loyalty of the consumers. However, when it comes to purchase intention the findings were just partly validated and it cannot be affirmed that Instagrammers have a positive impact on the purchase intention of consumers. Overall, Instagrammers were found to be a useful marketing strategy for hotels who aim to build a digital community, create awareness of their brand and build a strong relationship with their followers.
Description
Keywords
Hospitality industry Consumer travel behaviour Web 2.0 Social Media Instagram Digital influencers Millennials Comportamento do consumidor Hospitalidade Media social