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

Description

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.

Links & Downloads

1. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48272

Tags

Online travel purchases

Travel recommendations

Travel preferences

Consumer behavior

Influencer marketing

Instagram

Business Administration

Företagsekonomi

Additional Fields

Identifer	oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-48272
Date	January 2020
Creators	Jaatinen, Salla, Aho, Laura
Publisher	Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik
Source Sets	DiVA Archive at Upsalla University
Language	English
Detected Language	English
Type	Student thesis, info:eu-repo/semantics/bachelorThesis, text
Format	application/pdf
Rights	info:eu-repo/semantics/openAccess