Research of the Use of Viral Marketing in the Tourism Industry in the Case of the Company "OpenYourRussia"

This work provides insight into the assimilation of social media communications from the positive processes of the viral marketing campaign in the industry of tourism. In this research it concerned the factors of viral marketing campaigns and some critical success factors and their descriptions. Firstly, a literature review shows a summary of the every key aspects of viral marketing. The intersection consists of the analysis of changes of customer involvement in the mass-media resources of touristic company after using a viral campaign. Communication increases future customers interest in the idea of viral promotion and consequently the audience may have positive associations with the brand. This work focuses on the concept of viral marketing as a tool to influence consumer’s purchasing decisions which positively may impact on sales. This work brings out some criteria which influence the mind of consumers in making a purchasing decision. Furthermore, it also brings out some marketing insights on how to attract future consumers through a viral marketing in a tourism industry. The aim of proposal is to explain the main viral marketing campaign, which affects the awareness and purchasing among customers. The study is based on quantitative research method. The data of this research is obtained by using a questionnaire technique. Customers from touristic company “OpenYourRussia”, Saint-Petersburg are chosen as a sample. Expected findings are crucial for marketing strategy in the industry of tourism and could be a good example for other touristic companies.