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

Corina Aurora Marin (Barbu) (coribarbu@yahoo.com) and Elenа Condreа
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Corina Aurora Marin (Barbu): Buchаrest University of Economic Studies, Buchаrest, Romаniа
Elenа Condreа: Ovidius University of Constаntа, Fаculty of Economic Sciences, Constаntа, Romаniа

Chapter 51 in International Conference Innovative Business Management & Global Entrepreneurship (IBMAGE 2020), 2020, vol. 14, pp 701-714 from Editura Lumen

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.

Keywords: tourism industry; influencers; quality; social media (search for similar items in EconPapers)
JEL-codes: F2 M1 M2 O1 O3 Q5 (search for similar items in EconPapers)
Date: 2020
ISBN: 978-1-910129-29-6
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Persistent link: https://EconPapers.repec.org/RePEc:lum:prchap:14-51

DOI: 10.18662/lumproc/ibmage2020/51

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