Narodna in univerzitetna knjižnica, Ljubljana (NUK)
Naročanje gradiva za izposojo na dom
Naročanje gradiva za izposojo v čitalnice
Naročanje kopij člankov
Urnik dostave gradiva z oznako DS v signaturi
  • Spreminjanje vedenja turistov zaradi vplivnostnega trženja : empirična raziskava med slovenskimi turisti
    Korbar, Lucija, 1993- ; Konečnik Ruzzier, Maja
    This paper presents influencer marketing and its effects on the tourist behavior process. Although influencer marketing has become a popular form of marketing in all areas in recent years, there is ... little scientific and empirical research on the impact of influencers on tourist buying behavior. The results of a survey conducted among Slovenian tourists imply that influencer marketing impacts the initial stages in the buying behavior process, especially the identification of needs and desires. When searching for information, many tourists look at Instagram and travel blogs. However, the results do not confirm influencer marketing to represent an important information source and the decisive influence on buying decisions. In addition, tourists do not find influencers credible. The results of the research confirm the findings of tourism companies that cooperation with influencers is recommendable, but caution is needed when selecting and cooperating with influencers.
    Vir: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 15, št. 29, dec. 2020, str. 25-40)
    Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasle
    Leto - 2020
    Jezik - slovenski
    COBISS.SI-ID - 77272579

    Povezava(-e):

    Digitalna knjižnica Slovenije - dLib.si
    Repozitorij Univerze v Ljubljani – RUL

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