The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers

Käyttäjien luoman sisällön merkitys on kasvanut etenkin matkailun yhteydessä, koska digitalisaation myötä Internetin ja sosiaalisen median käyttö on tullut osaksi jokapäiväistä elämää. Erityisesti käyttäjien luomista arvosteluista on tullut tärkeä lähde kuluttajille, jotka etsivät tietoa ja arvioiva...

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Main Author: Lallukka, Tuuli
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2021
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/75767
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author Lallukka, Tuuli
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Lallukka, Tuuli Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Lallukka, Tuuli Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Lallukka, Tuuli
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description Käyttäjien luoman sisällön merkitys on kasvanut etenkin matkailun yhteydessä, koska digitalisaation myötä Internetin ja sosiaalisen median käyttö on tullut osaksi jokapäiväistä elämää. Erityisesti käyttäjien luomista arvosteluista on tullut tärkeä lähde kuluttajille, jotka etsivät tietoa ja arvioivat erilaisia vaihtoehtoja osana ostokseen liittyvää päätöksentekoprosessia. Arvosteluista on tullut tärkeä osa etenkin matkaa edeltävää suunnitteluprosessia. Aiemmat tutkimukset osoittavat, että turistit käyttävät arvosteluja yhtenä tärkeimmistä tietolähteistä valitessaan majoitusta matkaa varten. Lisäksi tällä hetkellä maailmanlaajuisen COVID-19 pandemian vaikutus matkailualaan on ollut huomattava, joten sen vuoksi matkailu on hyvin ajankohtainen tutkimusaihe. Siksi tämän tutkimuksen tavoitteena on tutkia, miten käyttäjien luomat verkkoarvostelut vaikuttavat siihen, kuinka suomalaiset milleniaalikuluttajat suunnittelevat matkoja ja valitsevat majoitusta kotimaan matkaa varatessa. Millenniaalisukupolvi valittiin tämän tutkimuksen kohderyhmäksi, koska he ovat sukupolvi, jotka tutkimuksien mukaan matkustavat eniten. Tässä tutkimuksessa käytetään kvalitatiivista tutkimusmenetelmää ja tutkimuksen empiirinen data kerätään puolistrukturoiduilla haastatteluilla. Aineisto koostuu 15 suomalaisesta osallistujasta, jotka kuuluvat milleniaalisukupolveen ja joilla on aikaisempaa kokemusta majoituksen varaamisesta kotimaan matkalle verkossa. Tärkeimmät havainnot viittaavat siihen, että matkaa edeltävän suunnitteluprosessin tiedonhaku- ja arviointivaiheissa arvosteluilla on merkittävä vaikutus, koska ne tarjoavat yksityiskohtaisempaa ja konkreettisempaa tietoa. Lisäksi arviot koettiin luotettavammaksi kuin majoituspalvelujen oma viestintä. Monien myönteisten arvioiden havaittiin lisäävän kohteen houkuttavuutta, kun taas monet kielteiset arvostelut heikensivät houkuttavuutta. Lisäksi yksittäisillä mielipiteillä, jotka poikkeavat yleisestä mielipiteestä, ei havaittu olevan merkittävää vaikutusta. Lisäksi COVID-19 pandemian vaikutuksista todettiin, että kiinnostus kotimaan matkakohteita kohtaan on lisääntynyt huomattavasti pandemian vuoksi. The influence of user-generated content has become significant, especially in the context of tourism and travel planning, since the digitalization enabled more extensive utilization of the Internet and social media. Especially, user-generated reviews are an important source of information for consumers who are searching for information and evaluating different alternatives as a part of the purchase related decision-making process. In the context of tourism, reviews are a crucial part of the pre-travel planning process of tourists. Reportedly, tourists utilize reviews as one of the main information sources when selecting accommodation for a vacation. In addition, the tourism industry is influenced notably by the global COVID-19 pandemic and hence, it is a very current area of research. The objective of this research is to study how user-generated online reviews are influencing how Finnish millennial consumers are planning trips and selecting accommodation in Finland. Millennials were selected as the target group for this study, because they are the generational cohort, which is reportedly travelling the most. The qualitative research method is utilized in this research, and the empirical data for the research is collected through semi-structured interviews. Overall, the study sample consists of 15 Finnish participants, who belong to the millennial generation, and who have previous experience on booking accommodation for a domestic trip online. The main findings imply that in the information search and evaluation stages of the pre-travel planning process, reviews were found to have a notable impact due to their ability to offer more detailed and concrete information. Reviews were perceived as more credible than the information shared by accommodation providers. A large number of positive reviews were found to increase attractiveness, whereas multiple negative reviews were decreasing attractiveness. In addition, individual opinions that differ from common opinion were not found to have that significant influence. Moreover, regarding the impact of COVID-19, it was noted that the interest towards domestic travel destinations has increased due to the pandemic.
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spellingShingle Lallukka, Tuuli The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers user-generated content user-generated reviews accommodation reviews consumer decision-making process pre-travel planning Markkinointi Marketing 20423 y-sukupolvi sosiaalinen media COVID-19 matkailu kuluttajakäyttäytyminen generation Y social media tourism consumer behaviour
title The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers
title_full The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers
title_fullStr The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers
title_full_unstemmed The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers
title_short The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers
title_sort impact of user generated online reviews on pre travel planning and accommodation selection processes of finnish millennial consumers
title_txtP The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers
topic user-generated content user-generated reviews accommodation reviews consumer decision-making process pre-travel planning Markkinointi Marketing 20423 y-sukupolvi sosiaalinen media COVID-19 matkailu kuluttajakäyttäytyminen generation Y social media tourism consumer behaviour
topic_facet 20423 COVID-19 Marketing Markkinointi accommodation reviews consumer behaviour consumer decision-making process generation Y kuluttajakäyttäytyminen matkailu pre-travel planning social media sosiaalinen media tourism user-generated content user-generated reviews y-sukupolvi
url https://jyx.jyu.fi/handle/123456789/75767 http://www.urn.fi/URN:NBN:fi:jyu-202105203029
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