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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
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2020 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2020. , p. 55
Keywords [en]
Online travel purchases, Travel recommendations, Travel preferences, Consumer behavior, Influencer marketing, Instagram
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-48272OAI: oai:DiVA.org:mdh-48272DiVA, id: diva2:1436854
Subject / course
Business Administration
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Available from: 2020-06-17 Created: 2020-06-08 Last updated: 2020-06-17Bibliographically approved

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fulltext(712 kB)1971 downloads
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376387fb5310c6f38cbc6f873bb12a65688c4c30c746698c6e615a74457168a4f4617648b7538ffcebc69745b28a5ed34bf5f6c16b82be0a7e8ebf850d5bff20
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CiteExportLink to record
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Citation style
  • apa
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • rtf