Chapter 5: Conclusion and discussion
5.2 Limitations
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The growing importance of social media in today’s world will increase its relevance for reaching consumers as a convenient marketing tool. Social media platforms offer immense possibilities for fostering relationships with consumers in an online environment (Vinerean & Cetina, 2013). The analysis of consumer behavior is also central for marketing success, especially since most potential consumers are using the internet and different online socializing tools. The results of this study contribute to the practice of online marketing campaigns related to the tourism industry by giving insights in how to engage with a specific type of audience in order to maximize the effect of the online marketing strategy.
5.2 Limitations of the study
Social media are part of a recent phenomenon that has not been widely researched yet.
Social media websites are still evolving and transforming themselves in regard of how people interact and make use of them. Therefore, due to the lack of abundance of social media-related literature, the researcher had to use other linked theories, for example word-of-mouth theories, in order to complete the social media –related literature. Research in the relation between social media and tourism-related topics is also scarce; however, the present study fills in this gap and may be used as a reference for future researches.
There were also some limitations regarding the distribution of the questionnaire among the chosen sample. As it was mentioned, the sample for this study consisted of foreigners from different universities in Taiwan. The researcher found it more convenient to contact them via online through Facebook pages they were members of. This also facilitated the information gathering process. Otherwise, in order to reach them, the researcher would have had to ask for the lists of foreign students and their contact information from their respective universities. However, this information is considered confidential and therefore could not be shared.
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Questionnaire
1. Gender Male Female
2. Age
15 – 20 years old 21 – 25 years old 26 – 30 years old 31 – 35 years old 36 – 40 years old
3. Education
University/College Master
PHD
4. Marital Status Single Married
5. Do you consider yourself a frequent traveler?
Yes No
6. How many trips have you made during the last 12 months?
1 - 3 4 - 6 7 or more
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7. I usually have a travel agency plan my trip Never
Rarely Sometimes Often
Almost always
8. When I plan a trip I visit official tourism websites Never
Rarely Sometimes Often
Almost always
9. The contents found on social media are more useful than the ones found on official tourism websites
Strongly agree Agree
Neutral Disagree
Strongly disagree
10. The contents found on social media are trustworthy Strongly agree
Agree Neutral Disagree
Strongly disagree
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11. Regarding the travel experience, for what reasons you visit Social Media websites?
To search for ideas on where to go To search for ideas on accommodation To search for touristic attractions
To give comments and reviews about my travel experience To keep in touch with friends during my trip
To share my photos and experiences with my friends
12. How much time do you spend on Social Media a day?
Less than 30 minutes 1 hour
2 - 3 hours 4 - 5 hours
More than 5 hours
13. Before the trip, I most frequently use the following Social Media Facebook
YouTube Twitter TripAdvisor LinkedIn Wikipedia Instagram Couchsurfing Other
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14. While I’m travelling, I most frequently use the following Social Media Facebook
15. After the trip, I most frequently use the following Social Media Facebook
16. For what purposes do you use Social Media when planning a trip?
Search for ideas on where to go Search for ideas on accommodation Search for tour packages
Search about touristic attractions
Give comments and reviews about my experience Keep in touch with friends during my trip
To share my experiences and photos with my friends
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17. The information I find in social media is always relevant to my inquiries Strongly agree
Agree Neutral Disagree
Strongly disagree
18. Reading experiences from others on social media help me in making decisions Strongly agree
Agree Neutral Disagree
Strongly disagree
19. The experiences shared on social media are helpful Strongly agree
Agree Neutral Disagree
Strongly disagree
20. The information found on Social Media is frequently updated Strongly agree
Agree Neutral Disagree
Strongly disagree
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21. I recommend my friends and family to look for information regarding travel planning on social media
Strongly agree Agree
Neutral Disagree
Strongly disagree
22. I think the experiences and comments found on Social Media are trustworthy.
Strongly agree Agree
Neutral Disagree
Strongly disagree
23. The comments and messages I read on social media will affect my decisions.
Strongly agree Agree
Neutral Disagree
Strongly disagree
24. Negative comments will affect me in not wanting to visit a place.
Strongly agree Agree
Neutral Disagree
Strongly disagree
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25. Positive comments will make me want to visit a place.
Strongly agree Agree
Neutral Disagree
Strongly disagree
26. I share my own travel experiences on Social Media Yes
No
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