Impact of Influence Marketing on Attitudes of Tourist Service Users

Influence marketing as a complement to contemporary market activities enables the formation of opinions and attitudes of users. Unlike traditional direct interactive techniques and marketing tools reaching to consumers without the use of intermediaries, influence marketing focuses on a person influencer who transmits a communication message through the platform. Business entities can segment a targeted audience that is gathered around influencers, enabling an effective communication message and reduce communication noise that arises due to too much information which is visible through the use of a whole number of ad blockers. The paper focuses on the members of the Generation Z, do they believe in influencers, can influencers affect their attitude on choosing a tourist destination and their way of getting online information at the prefetch stage researching tourist services. The goal is to show how the personal attitudes of the Generation Z influence on the future intentions of behaviour. Authors use a Theory of Planned Behaviour in order to get answers to the question whether and in what way influence marketing effects on personal attitudes of students considering the use of tourism service, and in which the students' attitudes and their intentions are related. Descriptive analysis and multivariate analysis were used in the analysis. Research has shown which variables are important for the selection of the influencer in marketing activities - the number of followers, the frequency of the published content, the number of comments, the rate of response to the comments, the specialized content or something else.