社交媒体对塞尔维亚和匈牙利音乐节的Y和Z世代旅游决策过程的影响

Turizam Pub Date : 2020-01-01 DOI:10.5937/turizam24-24678
Dorottya Süli, Zita Martyin-Csamangó
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引用次数: 7

摘要

作为一种显著的趋势,社交媒体正在成为旅游目的地信息和印象的主要来源。旅行者,尤其是年轻一代,在做决定时大量使用网络信息,他们广泛使用社交媒体来搜索建议、分享和注释他们的经历。最近向更多视觉内容的转变甚至可以更强烈地影响其他人的消费习惯、(旅游)决定、形象和对不同地点和事件的看法。了解年轻一代的旅游习惯和决策过程对旅游服务提供者来说是有用的,因为他们的习惯会对未来的旅游发展方向产生很大的影响。本研究的目的是分析在伏伊伏丁那和匈牙利音乐节的年轻参与者中,社交媒体使用在旅行决策中的作用和重要性。一方面,我们对研究区域内的两个节日(Ada的绿色未来和塞格德的青年日)的Y代和Z代参与者以及经常参加节日的塞格德大学学生进行了问卷调查。由于社交媒体可以通过音乐节的公开帖子间接促进音乐节和聚集体的推广,另一方面,我们分析了某照片分享网站(Instagram)上选定音乐节的帖子,搜索与音乐节举办地相关的标签。根据结果可以得出结论,年轻人的旅行和节日决定受到社交媒体的很大影响,因此在线营销的作用可以很重要,以达到这些世代。因此,与节日相关的社交媒体分享内容可以通过塑造一些地方的形象来提高他们的知名度。随着形象的改善,这些帖子可以吸引更多的游客。
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The impact of social media in travel decision-making process among the Y and Z generations of music festivals in Serbia and Hungary
As a remarkable trend, social media is becoming a primary source of information and impressions about tourism destinations. Travelers, especially the young generations are using intensively the information from the web in their decisions and they have widely adopted social media in order to search for advice, share and annotate their experiences. The recent shift towards more visual content can even more strongly affect others' consumption habits, (touristic) decisions, image and opinions on different places and events. Knowing about traveling habits and decision-making processes of young generations can be useful for the tourism service suppliers, because their habits can substantially affect the future tourism development directions. The aim of this study was to analyze the role and importance of social media usage in travel decision-making among the young participants of music festivals in Vojvodina and Hungary. On the one hand, we made a questionnaire survey among the participants of two festivals from the Y and Z generations in the study area (in Green Future of Ada and in the Youth Days of Szeged), and among the students from the University of Szeged, who usually visit festivals. As social media can indirectly contribute to the promotion of festivals and settlements through the public posts of the festivals, on the other hand we analyzed the posts of the selected music festivals on a photo-sharing site (Instagram), searching the hashtags which refer to the places of the festivals. Based on the results it can be concluded that young people's travel and festival decisions are considerably influenced by social media, so the role of online marketing can be significant to reach these generations. Therefore, the shared social media content linked to festivals can make some places better known by shaping their image. With the improved image these posts can contribute to attracting more tourists.
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