kartik setiya ppt major project final.pptx

it is a ppt for study on the impact of social media influencer on travel decision

1. “A STUDY ON THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON TRAVEL DECISIONS” Student name: Kartik Setiya Class: BBA Evening A 6 th sem Enrollment number: 06280301721 Mentor name: Dr. Mehak Nanda

2. These days, social media has a significant impact on how people obtain and use travel information, which has drastically changed. The primary cause of social media's spread is that it has evolved into a tool for influencing emotions, experiences, and perceptions. As a result, it is a crucial information source when planning a trip. Social media influencers have emerged as a result of the growth of online social networks. A new class of independent third-party endorsers, known as the unified definition of social media influencers, uses blogs, tweets, and other social media to sway audience opinions. In order to comprehend consumers' intentions to purchase tourism-related goods and accept the content produced by social media influencers, trust is a crucial idea. The influence of trust within the tourism area has been tested formerly in different contexts, having a high quality effect at the peer-to-peer marketplace and the purpose to buy online tourism products, whilst electronic word of mouth has further proven the high quality effects of influencer marketing. The effect of social media influencers at the buying selection manner has been studied within the tourism quarter and is proven to influence the tour intentions of followers, growing the chance of touring a specific vacation spot. Information looking is by and large through social media. Previous research have analyzed the influence of social media influencers on visitor buying intentions through the variables of trust, client journey, fine of detected data at the visitor vacation spot and attitudes toward commercials and vacation spot. Introduction

3. Moreover, preceding research has discovered that social media can influence visitor`s attitudes and sharing tourism experiences. In the tourism studies field, the clarification and differentiation of a vacation spot and tourism product remains controversial. Previous pupils define tourism merchandise because of applied tour offerings in the course of the trip, which causes a complicated experience. Therefore, the prevailing examination specializes in locations as a tour product. However, little interest has been paid to the elements that decide purchaser engagement with the contents generated via way of means of social media influencers for traveler locations and the way social media influencers- primarily based totally agree with influences purchaser tour decisions. Moreover, social media represents a number one virtual touch point, which can influence consumers` selection system throughout the trip, particularly the levels of the purchaser adventure. These components shape an opening within the literature that desires in addition research to recognize how social media influencers affect each level of the purchaser adventure. Hence, the studies reason is to study the effect of social media influencers agree with - as an unbiased assemble on every level of the journeying purchaser adventure: pre-buy, buy selection and post-buy- as a established constructs, and the mediating position among every level of the purchaser adventure and social media infuencers agree with. The purchaser adventure represents all touch-factors among the purchaser and brand, collectively with all purchaser reports at some point of the selection-making adventure. The paper highlights the effect of social media influencers agree with at the entire tour purchaser adventure. In this have a look at, we advocate a version primarily based totally on purchaser adventure principle to investigate the direct effect of social media influencers agree with on every step of the tour selection-making adventure (which includes desire, records search, comparing alternatives, buy selection, pleasure and enjoy sharing).

4. 1. Pop, R.-A. et al., 2022: The developing presence of social media influencers (SMIs) is modulating client behavior withinside the journey industry. Trust is a vitally essential subject matter in influencer and tourism advertising and is chargeable for growing and keeping a successful long-time period relationships among corporations and clients. This examine makes use of consumer adventure concept to provide an explanation for the effect of social media influencers accept as true with on consumer journey selection-making and specializes in comparing the position of consumer adventure constructs (together with preference, records search, comparing alternatives, buy decisions, delight and revel in sharing) in mediating the interrelation among social media influencers accept as true with and the scale of consumer journeys. Using Smart Partial Least Squares to investigate the facts collected, the consequences that clients accept as true within social media influencers have an effective impact on every segment of journey decision-making. Moreover, every step of the selection-making adventure mediates the accept as true with impact on the subsequent step, having a spillover impact at the entire adventure, implying non-stop social media influencers input. Tourism entrepreneurs are suggested to apply social media influencers to boom and stimulate the preference to journey as clearly, a method via way of means of which clients look for records approximately their subsequent adventure. Besides social media influencers as a advertising tool, their trustworthiness serves as a distinctly essential element to efficiently have an impact on tourists` vacation spot decision making. 2. Magno , F. and Cassia, F., 2018: In the past decade, vast studies have been performed on the outcomes of user-generated content material (UGC) on consumers` travel- associated attitudes and decisions. However, to date, the mechanisms through which content material generated via means of the particular form of customers called social media influencers or virtual influencers impacts fans were neglected in tourism studies. Social media influencers represent “a brand new form of unbiased third-birthday birthday celebration endorser who shapes target target market attitudes through blogs, tweets, and the usage of different social media”. Recognized as opinion leaders, they may be capable of boosting the impact of the records they get hold of and transmit to others. Studies in fields apart from tourism, together with way of life and fashion, have documented the growing relevance of virtual influencers and the mechanisms thru which they have an effect on the formation in their fans` attitudes and decisions. This study intends to develop understanding of this problem in tourism. Literature review

5. 3. Guerreiro , C. et al., 2019: Several studies have proven the effect of social media on tourism and the position of virtual influencers. However, the connection among social media, virtual influencers, and the consumer choice adventure has now no longer been studied. To assist fill this gap, the existing examination examines the position of virtual influencers all through every segment of the consumer choice adventure the usage of a web survey. The findings from 244 social media customers display that almost all use social networks whilst making plans for a trip, however, sharing the stories of different visitors isn't an applicable aspect. While, overall, virtual influencers haven't any massive effect, their fans generally tend to cost their content, go to the web sites they suggest, and percentage their very own stories, primarily via Instagram . 4. Chatzigeorgiou , C., 2017: This article explores how rural businesses can become attractive to millennials through the internet and social media. It has become clear that an outstanding way to reach millennials is through social media. Rural businesses need to take advantage of the personal relationships they develop with their customers and expand those relationships through social media. It is also obvious that traditional marketing is not suitable for small businesses in rural areas, but influencer marketing is becoming a valuable resource for tourism. The proposed model combines reputation, image and activism with the influence of social media and how it affects the decision of millennials when choosing a rural tourism destination. 5. Varga , I.E. et al. , 2021: Social networks are not the same as they were 10 years ago. Now there is no marketing other than their basic "socializing" role. Marketing can be defined as the art of identifying and satisfying customer needs while making a profit. Nowadays, a company can very easily promote itself or present products and services with the help of social media marketing, while being able to target exactly the desired people, which means more profit. Our paper demonstrates the impact of social media on travel decisions and is based on consumer behavior research in this area. The research started with an interest in how social networks influence our personal decision to travel, visit a certain region or a certain landmark, so we wanted to learn more about how this "hypnosis" works. The main hypothesis of the study was that social networks influence people in their travel decisions, and based on the results, the hypothesis was confirmed. 91.35% of all people surveyed were drawn to travel because of a photo they saw on a social network, so a good social marketing campaign can really influence travel decisions.

6. Objectives: The present study is conducted with the following objectives: ● To study the role of social media influencers of travel decisions. ● To understand people’s trust levels and perceptions associated with travel influencers on social media platforms. Research Design/Approach: The study was descriptive in nature. Data Collection: The study was conducted through primary data which was collected using a self- constructed questionnaire. Sampling Technique: The data was collected using convenience sampling. Population: The population for the study were people from New Delhi. Sample Size: 100 people. Research Tools: The collected data was analyzed using Excel. Research methodology

7. Data Analysis

8. The study on the influence of social media influencers on travel decisions reveals a complex picture. While influencers have a wide reach and can generate excitement about travel destinations, there is growing public skepticism about the authenticity of influencer content. Many travelers are now questioning whether the experiences described by influencers really reflect reality or are carefully curated for advertising purposes. This growing suspicion weakens the persuasive power of influencers to influence travel choices. Instead of blindly following influential recommendations, travelers are looking for genuine and authentic travel experiences that may not be heavily promoted on social media. In addition, influencers' focus on popular and frequent destinations means that lesser-known or off-the-beaten-track places can be overlooked, leading to a lack of diversity and exploration in travel decisions. While social media influencers still attract attention and inspire travel desire, their influence on actual travel decisions is diminishing as authenticity is increasingly relevant and travelers prefer more authentic and diverse travel experiences in the influencer spotlight. Conclusion

9. Limitations 1. Sample bias: Surveyed or interviewed respondents may not represent the entire travelers’ population. They may be more inclined to follow influencers or have specific travel preferences, leading to unclear results. 2. Small sample size: Since the sample size taken under consideration for this study comprises just 100 respondents, hence the number of observations obtained is insufficient to draw reliable conclusions or generalize findings to a larger population due to a small sample size. 3. Limited reach: Primary data collection may not reach many travelers, especially those less connected to social media or influencers, leading to incomplete insights. 4. Data reliability: Relying on self-reported information can lead to errors due to recall bias or respondents not accurately recalling their travel decisions influenced by social media. 5. Small area of study: Since the area of study is restricted to Delhi/NCR only, which restricts the generalizability of findings beyond this specific geographic area as this small area of study impacts the broader applicability of the research outcomes to diverse populations or contexts outside the limited region. Limitations and future implications

10. Future Implications 1. Influencer Marketing Strategy Refinement: Travel brands may need to refine their influencer marketing strategies to ensure transparency, credibility and diversity. This can include partnering with influencers who offer authentic and balanced perspectives and taking steps to address criticism and challenges. 2. Enhanced Consumer Awareness: As consumers are more aware of the potential biases and limitations associated with content from social media influencers, they can develop a more critical approach to evaluating such content. This can lead to an increased demand for transparency and authenticity from influencers. 3. Regulatory Changes: Regulatory bodies may establish new guidelines or regulations to guide influencer marketing practices in the travel industry. This may include partnership and sponsored content disclosure requirements, as well as measures to address false information or misleading advertising. 4. Shift in Consumer Behavior: Consumers can be more selective when consuming influencer content, looking for the most reliable and trustworthy sources. This can affect the types of influencers the travel industry pays attention to, as well as the forms of content that resonate most with audiences. 5. Opportunities for Research and Education: Opportunities for research and training on the role of social media influencers in shaping travel decisions may increase. This could include additional research to examine various aspects of influencer marketing effectiveness, as well as initiatives to educate both influencers and consumers about best practices and ethical considerations.

11. References ● Caraka, R. E., Noh, M., Lee, Y., Toharudin , T., Yusra, Tyasti , A. E., ... & Pardamean , B. (2022). The impact of social media influencers Raffi Ahmad and NagitaSlavina on tourism visit intentions across millennials and zoomers using a hierarchical likelihood structural equation model. Sustainability, 14(1), 524. ● Chatzigeorgiou , C. (2017). Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(2), 25-29. ● Chen, W. K., Silaban , P. H., Hutagalung , W. E., & Silalahi , A. D. K. (2023). How Instagram influencers contribute to consumer travel decision: Insights from SEM and fsQCA . Emerging Science Journal, 7(1), 16-37. ● Fedrina , R., Suhud , U., & Prihadi , D. J. (2021). The role of social media in Generation Z travel decision-making process. In Promoting Creative Tourism: Current Issues in Tourism Research (pp. 741-747). Routledge. ● Gojol , T., Ollamina , A., Vega, C., Martinez, G., Agosto, G., & Pineda, J. (2022). The Role of Social Media Influencers on Millennials Travel Decision. AVAHAN: A Journal on Hospitality &Tourism, 10(1). ● Guerreiro , C., Viegas , M., & Guerreiro , M. (2019). Social networks and digital influencers: Their role in customer decision journey in tourism. Journal of Spatial and Organizational Dynamics, 7(3), 240- 260.

12. ● Hanifah , R. D. (2019). The influence of Instagram travel influencer on visiting decision of tourist destinations for generation. Tourism Proceeding, 235-247. ● Kapoor, P. S., Balaji, M. S., Jiang, Y., & Jebarajakirthy , C. (2022). Effectiveness of travel social media influencers: A case of eco-friendly hotels. Journal of Travel Research, 61(5), 1138-1155. ● Magno , F., & Cassia, F. (2018). The impact of social media influencers in tourism. Anatolia, 29(2), 288-290. ● Nakhon, S. N. (2022). Social Media Travel Influencers: Strategic Insights and Impact on Domestic Travel Decision Making by Thai Millennials (Doctoral dissertation, Prince of Songkla University). ● Nur'afifah , O., & Prihantoro , E. (2021). The influence of social media on millennial generation about travel decision-making. Jurnal The Messenger, 13(3), 238-255. ● POP, A. R. (2020). The impact of trust in social media influencers on the travel decisions of Generations Y and Z. In Forum on Economics and Business (pp. 51-72). 25 ● Pop, R. A., Săplăcan , Z., Dabija , D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823-843. ● Varga, I. E., & Gabor, M. R. (2021). The influence of social networks in travel decisions. Economics, 9(2), 35-48. ● Zorlu , Ö., &Candan, T. (2023). The impact of social media influencers on destination preferences: A cross-generation comparison. Journal of Tourism Leisure and Hospitality, 5(1), 53-61.

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