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Impact of social media on tourism (Increase trust (increase in online…
Impact of social media on tourism
Consumers travel experience
On-going engagement while they're traveling to post reviews
Travel and tourism industry depends heavily on WOM and the spread of opinions
exposure
only 48% stick with their original plan
trips do not have to be planned in detail rather more spontaneous these days -> more flexibility
32% of 38% of US and 22% of 64% of non-US travelers frequently blog about their experiences
How they research and book their holiday
In most major cities the search volume on google for "Hotels in [city]" has lost over 70% in just the last 6 years; instead they use the likes of Kayak, TripAdvisor and Expedia
flight deals
hotel deals
Instead of looking for individual accommodations, they use agents/websites such as Traveloka or Agoda that allows them to look at many places at once -> more efficient
Travel and tourism industry depends heavily on WOM and the spread of opinions
Increase trust
increase in online consumer
Consumers are more likely to trust a place they see being advertised on TV or newspapers as they consider these mediums a reliable source
92% of consumers say they trust earned media such as WOM and recommendations from friends and family above all other forms of advertising
Online consumer reviews are now considered as reliable. 70% of consumers agree on this
Influence
People get inspired by where they see their peers, friends, and family going to for their holidays (and when they post on social media)
They follow up with social media pages that specifically focus on one travel destination.
76% of people show their vacation pics online
Reviews
Most travellers post reviews on the restaurants they visit online in order to help others that are looking to visit the same place.
Most travellers post their reviews on their accommodations online