2. ▪ The world of Tourism.
▪ Decision-making: Destination Choice.
▪ User Generated Content (UGC)
▪ An interdisciplinary approach.
▪ Psychology: Consumer Behavior.
▪ Marketing: Digital Marketing.
▪ Research question.
▪ Methodology.
▪ Expected outcomes.
Outline
2
Background adapted from: https://ubisafe.org/explore/vector-maps-flat/
3. The world of
TOURISM
$1.6 trillion an
expected
spending rate
in 2018
1,326 million
international
tourist
worldwide
$1.6 trillion a
year in
revenue
3rd Exported
product
around the
world
3
… a fast-growing industry
Photo adapted from: https://www.vexels.com/png-svg/preview/139143/airplante-silhouette-stroke
5. 5
User generated
Content UGC
SOURCE: http://time.com/4586842/person-of-
the-year-2006-2016/
“
The online world has changed
pretty much every industry, but
hospitality beyond recognition!
Biased
Genuine
Up to date
Purchasing
intentions
Products
popularity
Consumption
scales
Peter Ducker
Vectors created by: freepik.com
8. 8
Psychology
Consumer Behavior
▪ Consumer Behavior: is the psychological
processes that consumers go through in
recognizing needs, finding ways to solve these
needs, collect and interpret information, make
plans, and implement these plans, making
purchase decisions and post purchase behavior
(Schiffman, 2015).
Vectors created by: freepik.com
12. 12
Expected
outcomes
▪ User-generated-content is a significant contributor
to altering consumers behavior.
▪ UGC proves to be an important factor in forming
destination images therefore affecting tourist’
decision-making process.
▪ The significant shift in consumer behavior requires an
immediate response from marketers to satisfy the
emerging needs.
13. 13
References
Filieri, R., Alguezaui, S. and McLeay, F., 2015. Why do travelers trust TripAdvisor? Antecedents of trust
towards consumer-generated media and its influence on recommendation adoption and word of
mouth. Tourism Management, 51, pp.174-185.
Ganzaroli, A., De Noni, I. and van Baalen, P., 2017. Vicious advice: Analyzing the impact of TripAdvisor
on the quality of restaurants as part of the cultural heritage of Venice. Tourism Management, 61,
pp.501-510.
Jansson-Boyd, C.V., 2010. Consumer psychology. New York, NY: Open University Press.
Jeacle, I. and Carter, C., 2011. In TripAdvisor we trust: Rankings, calculative regimes and abstract
systems. Accounting, Organizations and Society, 36(4), pp.293-309.
Lee, H.A., Law, R. and Murphy, J., 2011. Helpful reviewers in TripAdvisor, an online travel community.
Journal of Travel & Tourism Marketing, 28(7), pp.675-688.
Wilson, A., 2006. Marketing research: An integrated approach. marketing research, 15(17), pp.17-18.