UTJECAJ DRUŠTVENIH MEDIJA NA PROCES ODABIRA RESTORANSKE USLUGE : Diplomski rad

Društveni mediji postali su važan izvor informacija u procesu donošenja odluke o odabiru restorana. Svrha ovog rada jest dokazati utjecaj društvenih medija na proces donošenja odluke o odabiru restorana. Provedeno je empirijsko istraživanje metodom ispitivanja na prigodnom uzorku s područja Republike Hrvatske. Rezultatima je utvrđeno da ispitanici imaju pozitivne stavove prema korištenju društvenih medija pri odabiru restorana, kao i prema utjecaju društvenih medija na proces odabira restorana. Ispitanici često čitaju recenzije restorana te smatraju internetske recenzije vjerodostojnim informacijama. Većina ispitanika slaže se da restorani koji odgovaraju na recenzije gostiju na društvenim mrežama imaju pozitivniji imidž. Iako su svi ispitanici aktivni korisnici društvenih mreža, nemaju razvijene navike recenziranja restorana na društvenim mrežama. S obzirom da su ispitanici aktivni na društvenim medijima te da često pregledavaju sadržaje i recenzije na društvenim mrežama i drugim platformama pri donošenju odluke o odabiru restorana, restorani bi trebali posvetiti pozornost marketingu društvenih medija, kao i korisnički generiranim sadržajima koji dokazano imaju veliki utjecaj na proces odabira restorana potencijalnih gostiju.Social media has become an important source of information in the restaurant selection process. The purpose of this paper is to prove the influence of social media on the decision-making process of restaurant selection. An empirical research was conducted by testing on a suitable sample from the territory of the Republic of Croatia. The results found that respondents have positive attitudes towards the use of social media when choosing a restaurant, as well as towards the influence of social media on the process of choosing a restaurant. Respondents often read restaurant reviews and consider online reviews to be credible information. Most respondents agree that restaurants that respond to guest reviews on social media have a more positive image. Although all respondents are active users of social media, they do not have developed habits of reviewing restaurants on social media. Given that respondents are active on social media and often review content and reviews on social media when deciding on a restaurant, restaurants should pay attention to social media marketing, as well as user-generated content that has been proven to have a major impact on the restaurant selection process of potential guests