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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

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Recommendations’ and preferences’ impact on online travel purchases : A quantitative study investigating Instagram influencers’ travel recommendations and consumers’ travel preferences effect on online travel purchases

Jaatinen, Salla, Aho, Laura January 2020 (has links)
Quantitative data analysis revealed that out of the two proposed hypotheses, consumers’ travel preferences have a positive effect on online travel purchases, while Instagram influencers’ travel recommendations did not have a positive effect on consumers’ online travel purchases. Despite that, male respondents experienced travel recommendations to be more influential than their own travel preferences when purchasing travel. However, the results indicate that there is a need for further research.
Online travel purchases
Travel recommendations
Travel preferences
Consumer behavior
Influencer marketing
Instagram
Business Administration
Företagsekonomi

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