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Social Networks And Digital Influencers: Their Role In Customer Decision Journey In Tourism

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Abstract

Several studies have shown the impact of social media on tourism and the role of digital influencers. However, the relationship between social media, digital influencers, and the customer decision journey has not been much studied. To help fill this gap, the present study examines the role of digital influencers during each phase of the customer decision journey using an online survey. The findings from 244 social media users show that the majority use social networks when planning a trip, however, sharing the experiences of other travellers is not a relevant aspect. While, overall, digital influencers have no significant impact, their followers tend to value their content, visit the sites they suggest, and share their own experiences, mostly through Instagram.

Suggested Citation

  • Guerreiro, Cátia & Viegas, Margarida & Guerreiro, Manuela, 2019. "Social Networks And Digital Influencers: Their Role In Customer Decision Journey In Tourism," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 7(3), pages 240-260.
    • Handle: RePEc:ris:jspord:0997
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    1. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    2. Lu, Weilin & Stepchenkova, Svetlana, 2012. "Ecotourism experiences reported online: Classification of satisfaction attributes," Tourism Management, Elsevier, vol. 33(3), pages 702-712.
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    Cited by:

    1. Jacobson, Jenna & Hodson, Jaigris & Mittelman, Robert, 2022. "Pup-ularity contest: The advertising practices of popular animal influencers on Instagram," Technological Forecasting and Social Change, Elsevier, vol. 174(C).

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    More about this item

    Keywords

    eWOM; Digital Influencers; User Generated Content; Customer Decision Journey;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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