As redes sociais e as decisões de compra dos consumidores no turismo: O caso da Turquia
DOI:
https://doi.org/10.25145/j.pasos.2018.16.073Palavras-chave:
Marketing turístico, Meios de comunicação social, Decisão de compra, Preferências do consumidorResumo
As redes sociais têm um papel importante no processo de decisão do consumidor no turismo, como muitas outras empresas. Os comerciantes de turismo e hotelaria podem alcançar mais consumidores potenciais em pouco tempo e a um custo mais baixo através do uso activo das redes sociais. Este estudo examina o papel das redes sociais no processo de tomada de decisão e as tendências de compra on-line dos consumidores de turismo e as potenciais relações entre os participantes demográficos
e algumas das variáveis, como a informação obtida em redes sociais, o uso de redes sociais para serviços turísticos, o acto de compra, a influência e a intenção de partilhar experiências de viagem. Um método de pesquisa foi usado para coletar dados de vários usuários de redes sociais, e a Modelagem da Equação Estrutural foi usada para análise de dados. De acordo com os resultados, foram encontradas relações estatisticamente significativas entre as variáveis de conhecimento sobre serviços turísticos na mídia e as percepções de uso, influência sobre os clientes, intenção de compartilhar experiências e atos de compra de serviços turísticos e de hospitalidade.
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