Social Media and their Position in Customers' Decision-Making Process

Bc. Beatrix Preissinger

Bachelor's thesis

Abstract:

PREISSINGER, Beatrix. Social Media and their Position in Customers' Decision-Making Process [Bachelor thesis] University College Prague - College of International Relations and Institute of Hospitality Management and Economics, Ltd. Prague: 2024. 54 Pages The aim of this thesis is to investigate the impact of social media marketing on consumer decision-making within the hotel industry and to offer practical recommendations to hotel marketing managers regarding social media communication with clients. Specifically, this research seeks to answer the question: "How does social media influence the decision-making process of customers in the hotel industry?" The study comprises an introduction, a theoretical framework including a literature review, insights into social media and decision-making processes, and the analytical part encompassing data selection and methodology. Practical implications, recommendations, and limitations are discussed in the final sections. The introduction elucidates the rationale behind the topic selection and emphasizes its significance. The Data and Methodology section contains information from a survey distributed among acquaintances. Analysis is conducted using one-dimensional statistics to fully explore collected data. The conclusion summarizes the research findings, providing valuable insights and recommendations for hotel managers and owners. The sources section includes all references used in the thesis, enabling further exploration for readers

Abstract:

PREISSINGER, Beatrix. Social Media and their Position in Customers' Decision-Making Process [Bachelor thesis] University College Prague - College of International Relations and Institute of Hospitality Management and Economics, Ltd. Prague: 2024. 54 Pages The aim of this thesis is to investigate the impact of social media marketing on consumer decision-making within the hotel industry and to offer practical recommendations to hotel marketing managers regarding social media communication with clients. Specifically, this research seeks to answer the question: "How does social media influence the decision-making process of customers in the hotel industry?" The study comprises an introduction, a theoretical framework including a literature review, insights into social media and decision-making processes, and the analytical part encompassing data selection and methodology. Practical implications, recommendations, and limitations are discussed in the final sections. The introduction elucidates the rationale behind the topic selection and emphasizes its significance. The Data and Methodology section contains information from a survey distributed among acquaintances. Analysis is conducted using one-dimensional statistics to fully explore collected data. The conclusion summarizes the research findings, providing valuable insights and recommendations for hotel managers and owners. The sources section includes all references used in the thesis, enabling further exploration for readers.

Keywords

Social Media Marketing, Consumer Decision-Making, Hotel Industry, Influence of Social Media in Travel, Hospitality

Language used: English

Date on which the thesis was submitted / produced: 13. 6. 2024

Thesis defence

• Date of defence: 3. 9. 2024
• Supervisor: Ing. Štěpán Chalupa, Ph.D.
• Reader: Ing. Darina Svobodová

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.

Bachelor programme / field:
Hospitality Management / Hospitality Management