Abstract   

Social media introduced a new, complex and uncontrollable element in

consumer behaviour presenting a new challenge both to the academia
and the marketers. Although a number of studies attempt to identify
their role and measure their impact, most of them are focusing at one
John Fotis type of medium at a time, and usually at one specific stage of the
decision makingg pprocess. Addressingg this ggap,
p, the p p
proposed research
Bournemouth University, UK will attempt to explore the role and impact of social media as a whole
on consumer behaviour covering the whole time spectrum: Before,
jfotis@bournemouth.ac.uk during and after the consumption of leisure tourism services.

The Impact of Social Media 
on Consumer Behaviour:
on Consumer Behaviour:
Focus on Leisure Tourism Services 
Problem Definition    Conceptual Framework
Web 2.0 has changed significantly the way individuals plan and consume • Consumer behaviour theory & models
travel (Buhalis & Law, 2008). • Travel‐related behaviour theory & models
82% of US online consumers have checked online reviews, blogs and • I f
Information search  ‐
ti h Post consumption behaviour
P t ti b h i
other online feedback for their travel related purchasing decisions • Communication theory (WOM, e‐WOM)
(eMarketer, 2008). • Social media characteristics & typologies
• Monitoring of studies measuring impact of specific social media 
A significant number of consumers are now able to use the web, not
only as recipients of information, a prevailing function of the Web 1.0 Overall Goal of Research:
era, but also as information and content creators for use by others. To identify, describe, and measure the role and impact of different types
Such developments challenge the ability of traditional consumer of social media in leisure travel related consumer behaviour.
behaviour models to explain both the purchase decision making
process, as well as the pre & post purchase processes: Key Research Questions:
Further complicating the buying behaviour process described in the 1. How different types of social media affect destination and
Inputs – Processing – Response models (Constantinides & Fountain,
Fountain accommodation choice before the trip,
trip and to what extent?
2008).
The effects of Web 2.0 on consumer perceptions, needs and behaviour 2. How social media are used during the trip, and to what extent do
present, from the academic point of view, a challenging research they affect itinerary planning and the overall destination experience?
domain (Constantinides & Fountain, 2008). 3. After the trip, do social media assume the role of an “enriched”
Although e‐reviews are considered by consumers as reliable sources of feedback mechanism, as found in most consumer behaviour models,
information by consumers, their impact on behaviour has not been yet or are there sufficient evidences that social media enhance and alter
analyzed (Sidali et al, 2009). the traditional post consumption processes?
A relatively considerable number of studies appear in the literature
focusing on the role and impact of social media: 4. Do social media transform the traditional role of “information
Gretzel et al, 2007; Vermeulen and Seegers, 2009; Ricci and Wietsma, search” from a single, one‐off component, as depicted in most of the
2006; Mack et al,
al 2008; Pan et al,
al 2007 etc.
etc ggrand consumer behaviour models, to an extended construct
The majority of such studies focus on a specific (at a time) type of affecting a variety of processes throughout the decision making and
social medium, thus there is no adequate academic research about the post consumption processes?
role and impact of social media as a whole.

What is the role and impact of social media throughout the consumer
behaviour processes and in particular to leisure travel before, during
Anticipated Results
and after the trip? The proposed research will attempt to:
• Uncover the role, and measure the impact of different types of social
media in leisure travel related consumer behaviour, both before,
Research Methodology during and after the trip.
• Redefine
R d fi th role
the l off both
b th “information
“i f ti search”
h” and d “post
“ t
A four‐stage mixed research design consumption feedback” in light of the impact of social media in
consumer behaviour.
• Focus Groups:  Three to four focus groups to Explore 
Qualitative perceived issues and concepts, identify relationships and  Research output valuable to:
Stage #1 develop testing hypothesis.  • Industry: It will enable marketers to understand the impact of social
media throughout the decision making process and therefore
Quantitative • Before the trip:  Describe interaction with social media  develop more efficient and effective marketing strategies and
measure impact (a) before booking  (b) after booking‐
Holidaymakers Stage #2 before trip.  actions.
travelling  • Academia: Advance consumer behaviour theory, and enable scholars
to the same
• At the holiday destination: Describe the during the trip  to investigate further into specific relationships that will be initially
destination interaction with social media and measure impact on  established by the findings.
n 200 250
n= 200‐250 Stage #3
Stage #3 itinerary planning and destination experience
itinerary planning and destination experience  
Systematic random
3 questionnaire • After the trip: Describe interaction with social media 
surveys Stage #4 after trip with focus on feedback mechanism
to the same sample
at different periods

ENTER 2010 RESEARCH  11
TRACK
Buhalis, D. and Law D. (2008). Progress in information technology and tourism management: 20
years on and 10 years after the Internet—The state of eTourism research. Progress in Tourism
Management, 29 (4), 609‐623.
Constantinides, E. and Fountain, J.F. (2008). Web 2.0: Conceptual foundations and marketing
issues. Journal of Direct, Data and Digital Marketing Practice 9, 231 – 244.
eMarketer (2008). Online reviews Sway Shoppers. Accessed online on July 15, 2008 from
http://www.eMarketer.com
Gretzel, U., Yoo, K., and Purifoy, M. (2007). Online travel review study: Role and impact of online
travel reviews. Texas, AM University.
Mack, R.W., Blose, J. and Pan, B. (2008). Believe it or not: credibility of blogs in tourism. Journal of
Vacation Marketing 14 (2), 133–144.
Pan, B., MacLaurin, T. and Crotts, J. (2007). Travel blogs and their implications for destination
marketing. Journal of Travel Research, 46 (1), 35–45.
Ricci, F. and Wietsma, R. (2006). ‘Product Reviews in Travel Decision Making’. In M. Hitz, M. Sigala
and J. Murphy (eds.) Information and Communication Technologies in Tourism in 2006.
Proceedings of the ENTER Conference in Lausanne, Switzerland, 2006, pp. 296 307. Vienna:
296‐307.
References
Springer Computer Science.
Sidali, K.L., Schulze, H. and Spiller A. (2009). The Impact of Online Reviews on the Choice of Holiday
Accommodations. In W. Hopken, U. Gretzel & R. Law (Eds.), Information and Communications
Technologies in Tourism 2009 – Proceedings of the International Conference in Amsterdam,
The Netherlands, Springer Verlag, Wien
Vermeulen, I., and Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on
consumer consideration. Tourism Management, 30 (1), 123‐127.