Socialinių medijų poveikis renkantis vietos turizmo organizatorių keliones

LTStraipsnyje nagrinėjamos vietos turizmo galimybės. Kadangi visame pasaulyje prognozuojamas turizmo srautų augimas, šalims svarbu pritraukti kuo daugiau vietos ir užsienio šalių turistų. Tad turizmo organizatoriams, siekiant išskirtinumo, reikia ieškoti unikalių aspektų vietos turizmo rinkodaros komunikacijos požiūriu. Šiuo straipsniu siekiama atskleisti, kaip socialinės medijų formos funkcionuoja renkantis vietos turizmo organizatorių keliones. Nustatyta, kad socialinės medijos laikomos vienos perspektyviausių ir labiausiai naudojamų pasaulyje rinkodaros priemonių vietos turizmo plėtrai. Nors įvairūs socialinių medijų rinkodaros aspektai turizme sulaukia vis daugiau tyrėjų dėmesio, dažniau įtraukiami ir į Lietuvos turizmo rinkodaros strategijas, tačiau nėra išsamesnių teorinių ir pirminių jų naudojimo tikslingumo tyrimų, netirtas ir ryšys su vietos kelionės tikslu. Straipsnyje pastebima, kad vis sudėtingiau socialines medijas atsirinkti. Atliekant tyrimą taikyti šie metodai: mokslinės literatūros lyginamoji analizė ir sintezė, anketinė apklausa, grafinio modeliavimo metodas. Identifikuotos įtaigiausios Lietuvos keliautojams socialinių medijų formos, kurios ateityje iš vietos turizmo organizatorių pareikalaus ne tik efektyviai veikiančių rinkodaros priemonių, bet ir jose pateikiamo įdomaus, netradiciniais sprendimais paremto keliones pristatančio informacijos turinio. [Iš leidinio]Reikšminiai žodžiai: Kelionė; Pasirinkimas; Rinkodara; Socialinės medijos; Vietos turizmo organizatoriai; Įtaiga; Choice; Impact; Local tourism organizers; Marketing; Social media; Trip.

ENThe present article aims at revealing how various forms of social media function in the choice of trips arranged by local tourism organisers. Seeking to discuss social media forms and estimate the level of their impact that stimulates the choice of local trips, the article discusses theoretical aspects of social media forms, estimates the level of social media influence on the tourists’ intention to choose a trip arranged by local tourism organisers. The authors also provide recommendations on employment of social media forms in the marketing communication field. The following methods have been employed when conducting the research: comparative analysis and synthesis of scientific literature, questionnaire-based survey, method of graphic modelling. Having carried out theoretical and empirical analysis, it was found out that social media were among the most promising and most often used tools of marketing employed to develop local tourism worldwide. Having discussed the impact of social media forms when choosing local tourism, it was discovered that this media as a tool was considered to be among the most promising and mostly used means of local tourism development worldwide, not only in marketing. In Lithuanian strategies for tourism marketing there is given intense attention to planning how to employ social media forms. In the nearest future, social media will need more attractive content of information positioning, intended for a local tourism traveller (striving for personally directed communication with a visitor, as well as intelligent, creative, interactive, and empathic communication) and will change the habits of travellers, i.e., local tourism service providers will have to adjust to them and use this media more efficiently providing an opportunity for travellers to directly and interactively communicate “here and now”, express own opinion, and keep in touch all the time.Therefore, the authors propose a model of social media impact on the choice of local tourism organisers when planning a trip; this model reveals the synergetic relation between the complex of marketing services (7 Ps) provided by tourism organisers and communicative content aiming at the highest impact (assessed by 3 points), which is determined by the popularity rates of social media forms and subsequently formed popularity of social media forms, and consumer satisfaction using this media in choosing a trip destination. The questionnaire-based survey helped to identify the most suggestive social media forms for Lithuanian travellers. The results of empirical research on social media forms reveal that in terms of average assessment of attractiveness of informational content motivating to travel and reliability of information in Lithuania, providers of local tourism services and also institutions responsible for representation of tourism are advised to use the following social media forms: blogs, social communication web sites, networks created and conducted by professionals, social online networks for travellers, portals for booking/reservation of trips/hotels. Social media means may help locations remain competitive, if they present interesting positioning content of a marketing communication message using creative, non-traditional solutions that would encourage interactive communication between trip organisers and users/travellers. Obviously, in the future, local tourism organisers will have not only use effectively marketing communication tools, but also present interestingly trip destinations seeking to introduce informational content based on non-traditional solutions. [From the publication]