What is the impact of content on the social media of national tourist boards on consumer engagement and the intention to visit certain destinations?
What is the effect of the content published by national tourist boards on social media? Aside from counting likes and reaching posts, how effective are they actually at actually activating the target group? Will certain content about the destination more or less encourage someone to recommend it or mention it in a conversation with friends and acquaintances? Or will it, in addition to the “like”, encourage him to further research about the destination? Ultimately, how much does individual content affect an intention for someone to visit a destination or not? Where do we go wrong and how to increase campaign success? Which content best influences user engagement? The aim of the research is, among other things, to compare data collected according to two NUTS-2 regions – Continental and Adriatic Croatia, in order to analyze whether there are differences with regard to the characteristics of the respondents. “From all the above, it is clear that the work will have practical value, especially for marketing managers of national tourist boards, as it will improve knowledge related to the management of image content on social media in different destinations, ” Vidic concludes. Get involved in research, which is anonymous and only takes 10 minutes of your time. Gabrijela Vidić, a doctoral student at the Faculty of Economics, University of Zagreb, will try to answer these questions. For the purposes of her doctoral dissertation, she is conducting research on the impact of social media images of selected national tourist boards on consumer engagement in Croatia and the intention to visit these destinations. In this way, it will theoretically and empirically contribute to a better understanding of the concept of consumer engagement in the context of tourism. Photo: Pexels.com “Apart from giving a systematic review of relevant scientific literature related to digital marketing, content marketing and consumer engagement in tourism, empirical research will try to explore the impact of different categories of image content on consumer engagement and the intention to visit individual destinations. The research is conceived as a quasi-experiment in which images from social media of the national tourist boards of Italy and Spain are used as stimuli, as two Mediterranean receptive destinations with the largest tourist inflow, and is conducted in Croatia, which in this case is considered an emitting destination. ,, Vidic points out. As Vidić points out, she found that consumer engagement in the context of tourism and social media is an insufficiently researched area, so she decided to dedicate her doctoral thesis to researching precisely this topic. Note: The survey cannot be accessed via Safari and mobile devices. For the purpose of collecting data, necessary for the realization of research goals and testing research hypotheses, quantitative research is conducted using a quasi-experiment. Only adults living in the Republic of Croatia and having access to the Internet can participate in the research. YOU CAN JOIN HERE: https://www.psytoolkit.org/cgi-bin/psy2.5.2/survey?s=cFOJx