Online Reputation As A Determining Factor In Tourist Consumer Behavior

Platov, Alexey V.

doi:10.15405/epsbs.2020.12.04.83

Cited by 1 publication

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References 14 publications

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“…The level of competition in the tourism sector is so high that the use of the traditional ATL marketing block is insufficient; it is necessary to use a new marketing promotion toolkit. One of these tools is online content management; in the tourism sector, this tool can become one of the most effective means of promotion (Platov, Zikirova et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Internet Content As A Driver Of Consumer Behavior In Tourism

Platov¹,

Zikirova²,

Lysoivanenko³

et al. 2021

European Proceedings of Social and Behavioural Sciences

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The development of the tourism industry is determined by the development of information and communication technologies. The Internet opens up new opportunities for promoting tourist products, including technologies for influencing the decision-making process when purchasing a tourist product or choosing a destination. The key behavioral processes that determines the decision-making process are the search and analysis of information. The complex structure of a tourist product requires the elaboration of a large amount of information. Due to the growing demand for Internet information, it is necessary to rethink the consumer behavior. The content provides a connection between the manufacturer and the consumer, creates trusting relationships, gives value to the process of preparing for the trip. The level of competition in the tourism industry is so high that the use of traditional marketing approaches is insufficient; there is a need for new marketing tools. Online content management can be the most effective means of promoting a travel product or destination. The purpose of this study is to identify the influence of Internet content on the process of choosing tourist destinations. The study involved 267 respondents who visited Moscow in 2020. The results of multiple regression analysis showed that such characteristics of Internet content as the level of study of the material, interaction, effective problem solution, involvement and comfort manifested a positive relationship; they affect the consumer's decision when choosing a destination.

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Section: Introductionmentioning

confidence: 99%