Tourists’ Recommendations: Socio-demographic Analysis

  • Aleksandar Grubor Faculty of Economics in Subotica, University of Novi Sad, Serbia
  • Ksenija Leković Faculty of Economics in Subotica, University of Novi Sad, Serbia
  • Slavica Tomić Faculty of Economics in Subotica, University of Novi Sad, Serbia
Keywords: tourism, consumer, recommendation, word-of-mouth, socio-demographic characteristics, cross-tabulation

Abstract

In tourism, information can be treated as the most important factor influencing consumer behaviour. Word-of-mouth is one of the possible ways to transfer information. It is a form of communication – through recommendations - which involves consumers discussing their experience after service consumption. The aim of this paper is to highlight the differences in the frequency of spreading information through word-of-mouth among consumers – tourists of different socio-demographic characteristics (gender, age and, education). The survey was conducted in the period from October to December 2018 on a sample that included 228 respondents from the territory of AP Vojvodina. Based on a literature review and research objective, three hypotheses have been set. The cross-tabulation method was used for testing the proposed hypotheses.

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Published
2020-09-22
How to Cite
Grubor, A., Leković, K., & Tomić, S. (2020). Tourists’ Recommendations: Socio-demographic Analysis. Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (Online), 6(1), 441-449. Retrieved from https://proceedings.entrenova.org/entrenova/article/view/345
Section
Business Administration & Business Economics, Marketing, Accounting