%0 Thesis
%A Vik, Thea Kathrine
%8 2024-06
%U https://hdl.handle.net/20.500.12880/8671
%X Social media has a profound impact on the average person’s daily life and has
changed the way people communicate, connect with others, and consume
information (Rajesh Iyer, 2023). This study explores the influence these
media-sharing networks have on tourist decision-making, focusing on various
aspects of the consumer’s point of view. The research methodology includes an
extensive review of literature, followed by a quantitative survey distributed by
the researcher to her network across the European market.
The key findings of this study include the identification of family and friends as
most influential regarding recommendations and identified lack of trust in public
figures. This could be caused by the increased utilization of influencers and
paid marketing across social media platforms. This raises questions about
authenticity and honesty. Photographs and video content have been identified
as most influential which strongly relates to Instagram and TikTok being among
the most popular social media platforms. Additionally, several groups use social
media platforms to collect information and gain inspiration, which has resulted
in the increased appreciation of user-generated content and the spread of
platforms focusing on sharing experiences and knowledge from previous trips.
Several research gaps have been identified, including the lack of research in
the consumer perspective, as opposed to the destination or company, the most
effective and influential part of social media platforms, and the use of
user-generated content. This research contributes insight by gathering
information to create further theoretical contributions from the European market.
Limitations are the small sample and unnecessary answer choices.
%T The Influence of Media-sharing Networks
%K Social media
%K Tourism
%K Influence
%~ END