Academia.eduAcademia.edu

Figure 2 – uploaded by Dorottya Süli

See full PDFdownloadDownload figure
asked the participants of the research whether their decisions on travel and festival were influ enced by social media posts, almost half of the respondents (4.4%) said that entries had a role in decision making, in this case most of the posts influenced them positively (85%). Even so it is important to emphasize that social media posts can not only play a motivating role, as a nega tive experience can also be very decisive, which may affect the realization of travel intentions The survey also shows that, although someone is interested in others’ shared information and experiences about their travels or festivals, it doesn’t necessarily have an impact on their deci sion, as 56% of the respondents did not make their travel decisions based on this. Despite the fact that less than half of the respondents were influenced by the published posts of others’ in the travel decisions, more than half of the respondents (66%) share their own experiences relat ed to festivals on some social media interfaces, mostly on Facebook and Instagram. The inter viewed Serbian festival visitors — who were the youngest among the respondents — use more Instagram and its hashtag function to share their experiences, which support the fact that nowadays this is the most popular image and video channel for young people. Among Hungar ian festival participants using Facebook for searching information or sharing experiences has been more popular than Instagram, yet (Figure 1).

Figure 1 asked the participants of the research whether their decisions on travel and festival were influ enced by social media posts, almost half of the respondents (4.4%) said that entries had a role in decision making, in this case most of the posts influenced them positively (85%). Even so it is important to emphasize that social media posts can not only play a motivating role, as a nega tive experience can also be very decisive, which may affect the realization of travel intentions The survey also shows that, although someone is interested in others’ shared information and experiences about their travels or festivals, it doesn’t necessarily have an impact on their deci sion, as 56% of the respondents did not make their travel decisions based on this. Despite the fact that less than half of the respondents were influenced by the published posts of others’ in the travel decisions, more than half of the respondents (66%) share their own experiences relat ed to festivals on some social media interfaces, mostly on Facebook and Instagram. The inter viewed Serbian festival visitors — who were the youngest among the respondents — use more Instagram and its hashtag function to share their experiences, which support the fact that nowadays this is the most popular image and video channel for young people. Among Hungar ian festival participants using Facebook for searching information or sharing experiences has been more popular than Instagram, yet (Figure 1).

Related Figures (4)

Table 1. The examined festivals, and their organizing settlements On Instagram the searched keyword (hashtag) was simply the name of a festival (e.g. the #greenfuturefestival, #malomfeszt), but in the case of some major festivals we limited the search results for the year 2017 (e.g. #balatonsound2017, #volt2017). As the result of the search we analysed 19 299 public records in varying proportions from festival to festival (Table 1).
Table 1. The examined festivals, and their organizing settlements On Instagram the searched keyword (hashtag) was simply the name of a festival (e.g. the #greenfuturefestival, #malomfeszt), but in the case of some major festivals we limited the search results for the year 2017 (e.g. #balatonsound2017, #volt2017). As the result of the search we analysed 19 299 public records in varying proportions from festival to festival (Table 1).
Figure 2. Distribution of searching for others’ shared posts on social media Source: Own editing based on questionnaire survev (2077)
Figure 2. Distribution of searching for others’ shared posts on social media Source: Own editing based on questionnaire survev (2077)
Among the analyzed hashtags, in the case of SZIN festival, Szeged (the host-settlement) was mentioned in some form 252 times out of 645 posts (39%), while related to Green Future, we found from 211 posts only 29 references to Ada (the host-settlement) (13.7%) (Figure 3). In the case of SZIN, most of the posts were only tag #szeged (197), but the #szeged #iloveszeged (14) and the #szeged #suncity (10) keywords have occurred together. In the case of Green Future, the most common hashtag was also simply the name of the settlement: #ada (20), besides, there was also #adica (the festival) and #adatour (a created name from the city and tourism). For #sziget2017, we found 2 579 references to the settlement out of analyzed 6 386 posts, which is the highest mentioning rate (40,4%), so there is a strong connection between the Sziget Fes- tival and Budapest (the host-city). The most common hashtag of the analyzed keywords was the name of the city (2 492), but #obuda (15), and also the #budapestgram (14) occurred several times. In the case of VOLT festival, we found 900 references out of 2828 public entries, which is the second-best mentioning rate of the analyzed Hungarian festivals (Figure 3). The VOLT festival has also produced a good result from previous research too, so there is a close relation- Source: Own editing based on the research on Instagram (2017
Among the analyzed hashtags, in the case of SZIN festival, Szeged (the host-settlement) was mentioned in some form 252 times out of 645 posts (39%), while related to Green Future, we found from 211 posts only 29 references to Ada (the host-settlement) (13.7%) (Figure 3). In the case of SZIN, most of the posts were only tag #szeged (197), but the #szeged #iloveszeged (14) and the #szeged #suncity (10) keywords have occurred together. In the case of Green Future, the most common hashtag was also simply the name of the settlement: #ada (20), besides, there was also #adica (the festival) and #adatour (a created name from the city and tourism). For #sziget2017, we found 2 579 references to the settlement out of analyzed 6 386 posts, which is the highest mentioning rate (40,4%), so there is a strong connection between the Sziget Fes- tival and Budapest (the host-city). The most common hashtag of the analyzed keywords was the name of the city (2 492), but #obuda (15), and also the #budapestgram (14) occurred several times. In the case of VOLT festival, we found 900 references out of 2828 public entries, which is the second-best mentioning rate of the analyzed Hungarian festivals (Figure 3). The VOLT festival has also produced a good result from previous research too, so there is a close relation- Source: Own editing based on the research on Instagram (2017
580 California St., Suite 400
San Francisco, CA, 94104
© 2025 Academia. All rights reserved