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professional thesis
Utjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja
2020. urn:nbn:hr:145:911487
Hrustek, Ana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Hrustek, A. (2020). Utjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:911487

Hrustek, Ana. "Utjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:911487

Hrustek, Ana. "Utjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:911487

Hrustek, A. (2020). 'Utjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 11 September 2024, https://urn.nsk.hr/urn:nbn:hr:145:911487

Hrustek A. Utjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 September 11] Available at: https://urn.nsk.hr/urn:nbn:hr:145:911487

A. Hrustek, "Utjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:911487

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Metadata
TitleUtjecaj korisnički generiranoga sadržaja na odabir planiranoga putovanja
Title (english)The role of user-generated content in the digital users' travel decision making process
AuthorAna Hrustek
MentorAntun Biloš (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2020-02-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Poznato je da je uloga društvenih medija i korisnički generiranoga sadržaja (KGS-a) svakim danom sve veća te da se samim time sve više korisnika okreće društvenim medijima i KGS-u. U današnje vrijeme potrošači generiraju veliki dio sadržaja za zabavu te pružaju recenzije o proizvodima i uslugama kao što su destinacije putovanja, knjige, restorani, hoteli i sl. Korisnik je centralna točka u svim korisnički generiranim sadržajima. Premda je sam koncept korisnički generiranog sadržaja relativno nov, takav sadržaj postaje sve popularniji i ima sve veći utjecaj na putnike koji dijele svoja iskustva i preporuke o putovanjima online. KGS ne potiče od poslovnih subjekata i organizacija, nego su ga korisnici oblikovali sami. KGS najčešće jest besplatni sadržaj za druge korisnike koji svojom dodatnom vrijednošću privlači druge korisnike. Ovim radom analizirat će se tri skupine platformi: platforme za rezervaciju smještaja (Airbnb, Booking.com), platforme s KGS-om koje utječu na odluke turista (TripAdvisor) te platforme društvenih mreža koje utječu na odluke turista (Facebook). U ovome radu bit će govora o tome koliko su navedene platforme važne u donošenju odluka o putovanju. Rad obrađuje provedeno primarno istraživanje na internetskoj populaciji u Republici Hrvatskoj, koje prikazuje mišljenje korisnika o utjecaju KGC-a na odabir online putovanja. Provedenim istraživanjem zaključeno je da su platforme korisnički generiranog sadržaja sve popularnije i da je njihovo korištenje svakim danom sve šire. Korisnici su skloni čitanju i prihvaćanju iskustva korisnika na platformama s KGC-om. Informacije na platformama su vjerodostojne i korisnici im u većoj mjeri vjeruju.
Abstract (english)
It is well known that the role of social media and user-generated content (UGC) is increasing every day and as a result, more and more users are turning to social media and UGC. Today, consumers generate much of the entertainment content and provide reviews on products and services such as travel destinations, books, restaurants, hotels, etc. The customer is the focal point in all user-generated content. Although the concept of user-generated content is relatively new, such content is gaining in popularity and has an increasing impact on travelers who share their experiences and recommendations about traveling online. UGC does not originate from businesses and organizations, but is shaped by the users themselves. UGC is usually free content for other users, which attracts other users with its added value. This paper will analyze three groups of platforms: accommodation booking platforms (Airbnb, Booking.com), platforms with UGC that influence tourists 'decisions (TripAdvisor), and social networking platforms that influence tourists decisions (Facebook). This paper will discuss how important these platforms are in making travel decisions. The paper deals with conducted primary rescarch on the Internet population in the Republic of Croatia, which presents users' opinions on the impact of UGC on the choice of online travel. Based on the provided research, it can be concluded that platforms for user-generated content are becoming more and more popular and that their usage is increasing every day. Users are inclined to read and accept the user experience on platforms with UGC. Information on platforms is credible and more trusted by users.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:911487
Study programmeTitle: Postgraduate Specialist Study Marketing Special areas
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-07-13 10:15:32