How online search behavior is influenced by user-generated content on review websites and hotel interactive websites
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 12 October 2015
Abstract
Purpose
The purpose of this paper is to advance 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.
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 Web sites and the hotel interactive Web sites. 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.
Practical implications
Firms should have an active presence in the review Web sites and the hotel interactive Web sites, 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.
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 user-generated content on Web 2.0 applications.
Keywords
Citation
Herrero, Á., San Martín, H. and Hernández, J.M. (2015), "How online search behavior is influenced by user-generated content on review websites and hotel interactive websites", International Journal of Contemporary Hospitality Management, Vol. 27 No. 7, pp. 1573-1597. https://doi.org/10.1108/IJCHM-05-2014-0255
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited