| Abstract [eng] |
SELF-EFFICACY, SUSCEPTIBILITY TO OTHER OPINIONS AND EWOM IN SOCIAL MEDIA INFLUENCE ON DESIRE TO TAKE A LEISURE TRIP ASTA VENGRAITYTĖ Master thesis Marketing and integrated communication study programme Vilnius University, Faculty of Economics and Business Administration Supervisor – Dr. Rasuolė Andrulienė Vilnius, 2024 SUMMARY 58 pages, 17 pictures, 22 charts, 221 references. The main goal of this master's thesis is to investigate the influence of self-efficacy, susceptibility to other opinions and eWOM in social media on the desire to take a leisure trip. This final master's thesis consists of 3 parts: narrative theoretical analysis, methodological analysis, and analysis of the obtained research results, conclusions and suggestions. Narrative literature analysis consists of chapters on self-efficacy susceptibility to others opinions, eWOM, attitude, subjective norms, perceived behavioral control, desire, consumer behavior. Also, the importance of factors in the context of tourism is discussed, models of planning behavior, goal-oriented behavior and a theoretical work model created by the author are presented. The model of goal-oriented behavior is used in this work as a basis for developing a research model. After the narrative literary analysis, a research model and methodology were drawn up, quantitative survey questionnaires were drawn up in two cases - the desire to travel to Turkey and Thailand, to find out how the mentioned factors can have an influence in the cases of different countries (one country is the most visited, the other is the most wanted to visit, as well as in terms of distance - flight time from Vilnius airport). 181 valid responses were collected in the case of Thailand and 159 responses in the case of Turkey. The results of the conducted research were analyzed using the SPPS program. Regression analysis as well as moderation and mediation tests were used to determine the effect. The answers obtained by the author after SPSS program calculations were compared with the results of previous studies. After analyzing the obtained results with the SPSS program, it was found that self-efficacy and susceptibility to others opinions have a positive influence on the desire to travel to Turkey and Thailand. EWOM in social networks influences the desire to travel to Thailand, but does not influence the desire to travel to Turkey. The conclusions and recommendations of this work summarize the main points and raised issues. In the opinion of the author, this scientific work and the conducted research can be a helpful tool or a starting point for companies that want to take into account the desire of consumers to travel, using the obtained results to create strategies, marketing or other campaigns and form the consumer's attitude about a leisure trip to Turkey and Thailand. |
