THE ROLE OF OPINION LEADERS IN THE TRAVEL DECISIONMAKING PROCESS

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THE ROLE OF OPINION LEADERS IN THE TRAVEL
DECISION-MAKING PROCESS

• Karolina Korbiel
• Ryszard Winiarski

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Problem and study method

• Who are opinion leaders and in what way do they
  influence decision-making process of travel
  agency clients?
• 2. What sort of information is handed over to
  potential clients?
• 3. Factors that are essential in the success of
  opinion leaders and consequently their impact on
  tourist clients?

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Tables and figures
Decisive factors in embarking on a tourist trip

Fig. 1. Decisive factors in embarking on a
tourist trip
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Age and the impact of television and Internet on
tourist trip decision
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Evaluating the information sources which pertain
to the operation of travel agency.
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Gender including situation assessment, when a
person should consult an opinion leader.
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Evaluation of information that should be
consulted from an opinion leader
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Conclusions

• Persons employed, as opinion leaders have to
• be credible and possess required competence.
• People surveyed, regarded as a credible
• information source mainly persons that were not
  financially interested when providing information
  about a tourist product.
• Competence was associated with personal
  experience with a particular travel agency and on
  the basis of which an opinion has been made.

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Clients mostly searched information about a
tourist destination as well as service standard
and credibility of travel agent. The
significance of Internet as means of interaction
in tourism among young people has been
increasing. The role of opinion leaders is
greater, when there is a discrepancy between the
clients knowledge about tourist services
(products) and incoming new information. The role
of opinion leaders is also greater with
increasing risk (financial, social, health) of
consumer decisions in tourism.
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Thank you