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En kvalitativ studie om människors användning av sociala medier i samband med resande
Destination marketingWord-of-mouthSocial mediaFacebookIdentitySocial statusTravellingDestinationsmarknadsföringWord-of mouthSociala medierFacebookIdentitetsskapandeSocial statusResande
This bachelor thesis in tourism studies focuses on people's use of social media related to travel. The paper aims to provide a wider knowledge of tourist?s propensity to display destinations through social media and how they perceive others that display travelling. This is put in relation to the term of social status in order to find out if there is a possible link. The intention was to provide an insight into the phenomenon to contribute new awareness that destinations can exploit in their marketing. The theoretical background is presented as a current state of knowledge regarding the topic social media and social status. This section also includes theories regarding the complexity of destination marketing, and also involves concepts such as viral marketing and word-of-mouth. The intention with the theoretical background was to support the empirical material in the analysis. The method used consists of qualitative interviews involving eight individuals. Questions were asked about their use of social media related to travel and identity. The results of the analysis were based on this empirical data, set against the theoretical background. The conclusions that could be drawn is that people's willingness to display destinations depends as much on practical circumstances, as by the desire to present a positive self-image through social media. The demonstration of travelling is also controlled by the individual?s perception on what is most sought after on a social status level. Travelling is a social status-enhancing activity that is associated with positive characteristics, such as knowledge about other cultures. The study has also shown that people are influenced by others displaying travelling. What governs the degree of influence in a positive sense is the perception of shared preferences. When these are coherent, a very effective word-of-mouth marketing can occur. This custom made marketing can help solving problems regarding the complexity of destination marketing.