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Tourists' Recommendations: Socio-demographic Analysis

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020

Author

Listed:
  • Grubor, Aleksandar
  • Leković, Ksenija
  • Tomić, Slavica

Abstract

In tourism, information can be treated as the most important factor influencing consumer behaviour. Word-of-mouth is one of the possible ways to transfer information. It is a form of communication – through recommendations - which involves consumers discussing their experience after service consumption. The aim of this paper is to highlight the differences in the frequency of spreading information through word-of-mouth among consumers – tourists of different socio-demographic characteristics (gender, age and, education). The survey was conducted in the period from October to December 2018 on a sample that included 228 respondents from the territory of AP Vojvodina. Based on a literature review and research objective, three hypotheses have been set. The cross-tabulation method was used for testing the proposed hypotheses.

Suggested Citation

  • Grubor, Aleksandar & Leković, Ksenija & Tomić, Slavica, 2020. "Tourists' Recommendations: Socio-demographic Analysis," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 441-449, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr20:224710
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    References listed on IDEAS

    as
    1. Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2012. "Effect of Trust Factors on Consumer’s Acceptance of Word of Mouth Recommendation," MPRA Paper 39101, University Library of Munich, Germany.
    2. Koji Ishida & Lisa Slevitch & Katia Siamionava, 2016. "The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri," Administrative Sciences, MDPI, vol. 6(4), pages 1-17, September.
    3. Ivan Ka Wai Lai & Michael Hitchcock & Dong Lu & Yide Liu, 2018. "The Influence of Word of Mouth on Tourism Destination Choice: Tourist–Resident Relationship and Safety Perception among Mainland Chinese Tourists Visiting Macau," Sustainability, MDPI, vol. 10(7), pages 1-17, June.
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    More about this item

    Keywords

    tourism; consumer; recommendation; word-of-mouth; socio-demographic characteristics; cross-tabulation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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