Tourists’ Recommendations: Socio-demographic Analysis

Authors

  • 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. ENTRENOVA - ENTerprise REsearch InNOVAtion, 6(1), 441–449. Retrieved from https://hrcak.srce.hr/ojs/index.php/entrenova/article/view/13496

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Section

Business Administration & Business Economics, Marketing, Accounting