Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/224710
Authors: 
Grubor, Aleksandar
Leković, Ksenija
Tomić, Slavica
Year of Publication: 
2020
Citation: 
[Title:] Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020 [ISSN:] 2706-4735 [Volume:] 6 [Pages:] 441-449
Abstract: 
In tourism, information can be treated as the most important factor influencing consumer behaviour. Word-of-mouth is one of the possible ways to transfer information. It is a form of communication – through recommendations - which involves consumers discussing their experience after service consumption. The aim of this paper is to highlight the differences in the frequency of spreading information through word-of-mouth among consumers – tourists of different socio-demographic characteristics (gender, age and, education). The survey was conducted in the period from October to December 2018 on a sample that included 228 respondents from the territory of AP Vojvodina. Based on a literature review and research objective, three hypotheses have been set. The cross-tabulation method was used for testing the proposed hypotheses.
Subjects: 
tourism
consumer
recommendation
word-of-mouth
socio-demographic characteristics
cross-tabulation
JEL: 
M31
Z33
Creative Commons License: 
https://creativecommons.org/licenses/by-nc/4.0/
Document Type: 
Conference Paper

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