The influence of social media on choosing Finnish destinations
Kinnunen, Kiti (2021)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112922494
https://urn.fi/URN:NBN:fi:amk-2021112922494
Tiivistelmä
Nowadays, when planning for travels, most of us go through social media sites. Facebook and Instagram are full of travel tips and photos. For most travellers, planning is a big part of the trip. Instagram is a visual platform using photos, videos and text, where areas Facebook allows to post links and articles as well as photos and text. This study is concentrating only on Facebook and Instagram.
The aim of this study was to find out does the social media have an influence on Finnish people on choosing domestic destinations. The aim was also to find out if people see paid collaboration more reliable than user generated content or vice versa? The result will be important knowledge for content creators in travel business.
The theoretical framework consists of consumer behaviour in the context of tourism, social media, user generated content and influencer marketing. The theory is based on literature review.
The research was conducted via online survey distributed in Finnish travel groups in Facebook, author’s personal Facebook page and was targeted for Finnish users aged 30 to 45 years olds. The survey consisted of multiple questions and few open-end questions to have more detailed answers. The survey was done using Webropol software and the analyses of the results by using Webropol’s Insights, SPSS Statistical software and Microsoft Excel.
The number of respondents were altogether 73. The study revealed that most people trust more on user generated content than sponsored collaboration. It also showed that photos and reviews from other users are considered important and reliable.
Although this research was done independently, the results are important information for content creators, tourism companies and tour operators to understand what kind of content people are looking for when they turn to social media to search for information.
The aim of this study was to find out does the social media have an influence on Finnish people on choosing domestic destinations. The aim was also to find out if people see paid collaboration more reliable than user generated content or vice versa? The result will be important knowledge for content creators in travel business.
The theoretical framework consists of consumer behaviour in the context of tourism, social media, user generated content and influencer marketing. The theory is based on literature review.
The research was conducted via online survey distributed in Finnish travel groups in Facebook, author’s personal Facebook page and was targeted for Finnish users aged 30 to 45 years olds. The survey consisted of multiple questions and few open-end questions to have more detailed answers. The survey was done using Webropol software and the analyses of the results by using Webropol’s Insights, SPSS Statistical software and Microsoft Excel.
The number of respondents were altogether 73. The study revealed that most people trust more on user generated content than sponsored collaboration. It also showed that photos and reviews from other users are considered important and reliable.
Although this research was done independently, the results are important information for content creators, tourism companies and tour operators to understand what kind of content people are looking for when they turn to social media to search for information.