Travel opinion leaders and seekers

Kyung-Hyan Yoo, Ulrike Gretzel, Florian Zach

Publikation: Kapitel i bog/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

Abstrakt

While opinion leadership has been recognized as important in tourism, there has been very little empirical research investigating the phenomenon. Given new developments in social media technologies, it is especially important to understand whether travel opinion leadership and seeking are drivers of specific social media perceptions and behaviours. Based on an online survey of US online travellers, this paper seeks to identify travel opinion leaders and seekers and their characteristics. Further, the research conducted investigated linkages between travel opinion leadership/seeking and travel social media use. The findings suggest that travel opinion leadership and seeking are distinct but connected. Both opinion leaders and seekers are technology savvy, young, educated, involved in travel planning and engaged in social media use for travel. What distinguishes opinion leaders is their greater travel experience and greater trust in official sources of travel information.
OriginalsprogEngelsk
TitelInformation and Communication Technologies in Tourism 2011 : Proceedings of the International Conference
RedaktørerRob Law, Matthias Fuchs, Francesco Ricci
Antal sider11
Vol/bind12
UdgivelsesstedWien-New York
ForlagSpringer
Publikationsdato2011
Sider525-535
ISBN (Trykt)978-3-7091-0502-3
DOI
StatusUdgivet - 2011
BegivenhedInformation and Communication Technologies in Tourism 2011 - Innsbruck, Østrig
Varighed: 26. jan. 201128. jan. 2011

Konference

KonferenceInformation and Communication Technologies in Tourism 2011
LandØstrig
ByInnsbruck
Periode26/01/201128/01/2011

Fingeraftryk Dyk ned i forskningsemnerne om 'Travel opinion leaders and seekers'. Sammen danner de et unikt fingeraftryk.

Citationsformater