„ПРАВНИ АСПЕКТИ ЗА ЗАШТИТА НА ТУРИСТИТЕ КАКО ПОТРОШУВАЧИ ВО ОНЛАЈН ОКОЛИНА“

Kutanoski, Petko (2026) „ПРАВНИ АСПЕКТИ ЗА ЗАШТИТА НА ТУРИСТИТЕ КАКО ПОТРОШУВАЧИ ВО ОНЛАЈН ОКОЛИНА“. Masters thesis, University St.Climent Ohridski Bitola.

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Abstract

This master’s thesis examines online tourist behavior under accelerated digitalization, focusing on how internet information, social media, and booking platforms shape consumers’ travel decisions. The study links perception, trust, and safety within digital environments to tourists’ awareness of legal protection when purchasing or using travel services online. It also addresses key risks associated with unverified information, hidden advertising, manipulation of social metrics, and aggressive targeting, which can lead to misinformation, personal data misuse, and poorly informed consumer choices. The research combines a theoretical review of determinants of tourist behavior with the application of general consumer behavior models to the tourism context. The empirical part relies on a structured questionnaire administered to 57 tourists who used travel agency and hotel services in Ohrid. The analysis assesses the dominant decision drivers, the extent to which legal and safety considerations are integrated into decision-making, and potential differences across age groups in awareness levels. Findings show that tourists primarily rely on online reviews, recommendations, and price when selecting services, while legal safeguards and safety guarantees receive limited attention. The main hypothesis is confirmed: tourists in North Macedonia display low awareness of legal remedies and consumer protection mechanisms in online tourism services. Sub-hypotheses are also supported. Decisions are strongly influenced by information from the internet and social networks. Risks and legal implications of online transactions remain insufficiently understood. Older respondents demonstrate slightly higher awareness, yet the overall level remains low across all groups. The results also point to a gap between the formal legal framework, aligned with EU directives, and its practical implementation and user awareness in everyday tourism transactions. Targeted consumer education is needed on digital rights, complaint procedures, and online transaction risks through public campaigns, practical tutorials, and platform-based guidance. Consumer protection institutions should improve advisory and complaint channels, increase visibility, and intensify monitoring of non-transparent online advertising practices. Future research should use larger and more diverse samples, cover multiple regions and seasons, and combine quantitative surveys with qualitative interviews and case-based legal or institutional evidence to improve validity and depth.
Key words: online tourist behavior, tourism digitalization, social media, consumer protection, legal protection, tourism safety

Item Type: Thesis (Masters)
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Scientific Fields (Frascati) > Engineering and Technology > Electrical engineering, electronic engineering,information engineering
Scientific Fields (Frascati) > Social Sciences > Law
Divisions: Faculty of Tourism and Hospitality
Depositing User: Ftu Eprints
Date Deposited: 09 Mar 2026 15:23
Last Modified: 09 Mar 2026 15:23
URI: https://eprints.uklo.edu.mk/id/eprint/11361

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