How online search behavior is influenced by user-generated content on review websites and hotel interactive websites

Abstract

Purpose-This paper is a further step in research on consumer psychology of hospitality, since it investigates how online search behavior of users (particularly, information search and choice) is influenced by the opinions of other people in a new context characterized by the generalized use of web 2.0 applications. In particular, this study develops a theoretical model to explain the influence on behavior, as perceived by the individual, of user-generated content on web 2.0 applications. Design/methodology/approach-Empirical research was carried out in the hotel sector in Iberian Peninsula, where two web 2.0 applications are especially relevant for users: the review websites and the hotel interactive websites. A qualitative method (in-depth interviews with hotel managers) and a quantitative technique (personal surveys to a sample of 830 users) were used to conduct this research. Findings-The results indicates that the perceived influence on behavior of the user-generated content on these web 2.0 applications is determined, in both cases, by the value of the information, the credibility of the sources, and the degree of similarity between the user and the creators of content. Originality/value-This paper is the first study in the hospitality literature that develops and empirically tests an integrative model explaining the perceived influence on behavior of usergenerated content on web 2.0 applications. Practical implications-Firms should have an active presence in the review websites and the hotel interactive websites, and use these platforms for market research and communication. Firms should engage users to post content, support their credibility, and facilitate the evaluation of the content generators' similarity.

Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables

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The effects of online reviews on service expectations: Do cultural value orientations matter?

“…Although, the role of cultural orientations of individuals in influencing decision making has been noted as important in many studies (e.g. Donthu & Yoo, 1998;Furrer, Liu & Sudharshan, 2000;Herrero, Martin and Hernandez, 2015;Laroche et al, 2004;Liu, Furrer & Sudharshan, 2001;Schumann et al, 2010), their role as moderators in eWOM processing is not well explored. This is a significant research gap that the current study attempts to address.…”

The Impact of Disaster of a National Airline on the Nation’s Tourism: An Empirical Investigation

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