The Role of Social Media when Deciding on a Destination: Comparison of tourism students at Dalarna University & Bournemouth University
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Students are an important part of the tourism market; however, they are often neglected in tourism research. Even though social media is commonly used amongst students, its effect on their information search and choice of destination is still unknown. This thesis has researched the role of social media in the decision-making process and its use as a tool to assist the choice of destination. An interview with the Global PR and Social Media manager at VisitSweden will be conducted to provide useful information from a manager’s perspective on social media marketing and the questionnaire questions. The method used was a quantitative method where the questionnaire was sent out to the chosen populations of tourism students at Dalarna University and Bournemouth University. The sample groups consist of the students who answered the questionnaire. The data collected from the two populations was analyzed and compared to identify differences between them and what generalizations could be made. The result from this research displayed that social media is used as a tool to assist in choosing a destination. Social media is not used to the same extent that the literature mentioned, as other sources proved to have a larger role when choosing a destination. The two sample groups share similarities, however differences can be found, limiting the researchers’ ability to generalize for both populations of tourism students.
Place, publisher, year, edition, pages
Decision-making process, Electronic word-of-mouth, Social media, Tourism students, Consumer decision journey.
Other Social Sciences not elsewhere specified
IdentifiersURN: urn:nbn:se:du-21794OAI: oai:DiVA.org:du-21794DiVA: diva2:940129