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- 1. 1 User-generated-content and Destination choices An interdisciplinary study Samah Alkhuzaey Vectors created by: freepik.com Student Id: smsa1m18 / 29617545
- 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
- 4. 4 Destination Choice Tourists Marketers Vectors created by: freepik.com
- 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
- 7. UGC Digital Marketing Consumer Behavior Travel Destination Choice 7 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
- 9. 9 Marketing Digital Marketing UCG Analysis Product Segmentation Purchase Decision ▪ Marketing research: provides the commercial and non-commercial organizations with information to aid marketing decision making (Wilson, 2012). Vectors created by: freepik.com
- 10. 10 Research question An investigation into the affect of user- generated-content on tourists’ destination choices
- 11. 11 Methodology “Psychology”“Marketing” Observation Ethnography WebnographyContent Analysis 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.