Social media effects on nowadays tourism dynamics: case of Serbian tourists in the Italian tourism landscape

Abstract

The aim of this master's thesis is to explore the effect of social media on nowadays tourism dynamics, focusing on the motivations and satisfaction of a specific group of tourists. In particular, the study will examine the case of Serbian tourists traveling to Italy, aiming to understand the specific questions related to this group. The methodology of the research will be outlined, along with several potential options for data collection and analysis. Additionally, this paper will discuss the strategies for measuring and interpreting the results, as well as identifying precise behaviors and ideas within the target tourist group that can be captured. Furthermore, this research will delve into the evolution and significance of social media as an integral component of the marketing landscape within the tourism industry. Finally, the relevance of context-research methodology and available data will be addressed.

Specific research questions: 1. What are the main motivations of Serbian tourists traveling to Italy and how do social media influence their decision-making process? 2. To what extent do social media platforms shape the perceptions and expectations of Serbian tourists regarding popular tourist destinations in Italy? 3. How does the use of social media impact the information search behavior of Serbian tourists, specifically in terms of gathering destination-related information and recommendations? 4. What are the key factors contributing to the overall satisfaction of Serbian tourists who rely on social media for travel-related decisions?

Methodology of Research: Interviews: Employing in-depth interviews as the primary method to investigate the experiences, motivations, and satisfaction levels of Serbian tourists who have recently traveled to Italy and utilized social media for trip planning. The selected sample will provide rich qualitative insights into the participants' perspectives. Content Analysis: Conducting a thorough analysis of user-generated content on popular social media platforms, including Instagram and TikTok. This approach aims to identify prevalent themes and patterns related to the experiences and perceptions of Italy among Serbian tourists. The content analysis will serve as a complementary method to the interviews, providing a nuanced understanding of social media's impact on travel.

Implementation of Research: Interviews: Selecting participants for in-depth interviews from the pool of Serbian tourists who have utilized social media for travel planning. The semi-structured interviews will be conducted either in person or via video call, allowing participants to articulate their experiences, motivations, and satisfaction levels. The interview guide will be developed based on existing literature and textbooks on social media and tourism. Content Analysis: Collecting publicly available user-generated content, including posts, comments, and reviews, from social media platforms. Employing content analysis techniques to discern common themes, sentiments, and patterns related to the experiences and perceptions of Italy among Serbian tourists. This analysis will be guided by relevant studies and textbooks, ensuring a robust and informed exploration.

Identifying Behaviors and Ideas: By utilizing the survey-based approach, interviews, and content analysis, this research will capture precise behaviors and ideas within the target tourist group. For instance, the study may identify the frequency of social media usage, the specific platforms used, the types of content consumed, the influence of user-generated content on decision-making, and the impact of social media on destination choices.