Vpliv stališč odjemalcev do digitalnih marketinških poti na njihovo vedenje pri nakupu turističnih storitev

Pejčić, Strahinja

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Title:	Vpliv stališč odjemalcev do digitalnih marketinških poti na njihovo vedenje pri nakupu turističnih storitev
Authors:	ID Pejčić, Strahinja (Author) ID Iršič, Matjaž (Mentor) More about this mentor...
Files:	MAG_Pejcic_Strahinja_2026.pdf (2,65 MB) MD5: 7C32DA69B018040950328D3D47CA0DD6
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Digitalni marketing ima v sodobnem turizmu vse pomembnejšo vlogo pri komuniciranju s potencialnimi odjemalci ter pri oblikovanju njihovega vedenja pri nakupu turističnih storitev. Razvoj digitalnih tehnologij in spletnih platform je bistveno spremenil način pridobivanja informacij, primerjave ponudb in sprejemanja nakupnih odločitev v turistični industriji. Zaradi vse večje uporabe digitalnih marketinških poti postaja razumevanje vpliva posameznih digitalnih kanalov na vedenje odjemalcev ključnega pomena za uspešno delovanje ponudnikov turističnih storitev. Namen magistrskega dela je bil preučiti vpliv stališč odjemalcev do izbranih digitalnih marketinških poti na njihovo vedenje pri nakupu turističnih storitev. Raziskava se je osredotočila na štiri digitalne marketinške poti: družbena omrežja, spletne strani in bloge, vplivneže ter e-poštni marketing. V teoretičnem delu smo predstavili ključna teoretična izhodišča s področja digitalnega marketinga, vedenja odjemalcev in turizma ter analizirali pomen digitalnih marketinških poti v sodobnem turističnem okolju. Empirični del raziskave je temeljil na kvantitativni raziskavi, izvedeni s pomočjo spletnega anketnega vprašalnika. Za analizo podatkov smo uporabili deskriptivno statistiko, Cronbachov alfa koeficient, eksploratorno faktorsko analizo ter multiplo linearno regresijsko analizo. Rezultati raziskave so pokazali, da imajo družbena omrežja, vplivneži in e-poštni marketing statistično značilen pozitiven vpliv na vedenje odjemalcev pri nakupu turističnih storitev. Najmočnejši vpliv so pokazala družbena omrežja, medtem ko spletne strani in blogi niso pokazali statistično značilnega vpliva na vedenje odjemalcev. Rezultati raziskave potrjujejo pomembnost učinkovite uporabe digitalnih marketinških poti v turizmu ter poudarjajo potrebo po prilagajanju marketinških aktivnosti značilnostim posameznih digitalnih kanalov in pričakovanjem odjemalcev. Raziskava predstavlja prispevek k boljšemu razumevanju vedenja odjemalcev v digitalnem turističnem okolju ter ponuja uporabne smernice za ponudnike turističnih storitev pri oblikovanju učinkovitih digitalnih marketinških strategij.
Keywords:	digitalni marketing, vedenje odjemalcev, turistične storitve, družbena omrežja, vplivneži, e-poštni marketing, spletne strani in blogi, nakupno vedenje, turizem, digitalne marketinške poti
Place of publishing:	Maribor
Publisher:	S. Pejčić]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98303
UDC:	339.13:004
COBISS.SI-ID:	288414211
Publication date in DKUM:	21.08.2026
Views:	218
Downloads:	21
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	03.06.2026

Secondary language

Language:	English
Title:	The influence of consumers attitudes toward digital marketing channels on their purchase behaviour of tourism services
Abstract:	Digital marketing plays an increasingly important role in modern tourism by enabling communication with potential consumers and influencing their purchasing behavior regarding tourism services. The development of digital technologies and online platforms has significantly transformed the way consumers search for information, compare offers, and make purchasing decisions within the tourism industry. Due to the growing use of digital marketing channels, understanding the influence of different digital channels on consumer behavior has become essential for the successful operation of tourism service providers. The aim of this master’s thesis was to examine the influence of consumers’ attitudes toward selected digital marketing channels on their purchasing behavior related to tourism services. The research focused on four digital marketing channels: social media, websites and blogs, influencers, and e-mail marketing. In the theoretical part, key theoretical concepts related to digital marketing, consumer behavior, and tourism were presented, together with an analysis of the importance of digital marketing channels in the contemporary tourism environment. The empirical part of the research was based on a quantitative study conducted through an online survey questionnaire. Data analysis included descriptive statistics, Cronbach’s alpha coefficient, exploratory factor analysis, and multiple linear regression analysis. The results showed that social media, influencers, and e-mail marketing have a statistically significant positive influence on consumer behavior when purchasing tourism services. Social media demonstrated the strongest influence, while websites and blogs did not show a statistically significant impact on consumer behavior. The findings confirm the importance of the effective use of digital marketing channels in tourism and emphasize the need to adapt marketing activities to the characteristics of individual digital channels and consumer expectations. The research contributes to a better understanding of consumer behavior in the digital tourism environment and provides useful guidelines for tourism service providers in developing effective digital marketing strategies.
Keywords:	digital marketing, consumer behavior, tourism services, social media, influencers, e-mail marketing, websites and blogs, purchasing behavior, tourism, digital marketing channels

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