The influential role of hotel-generated content on social media
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 20 January 2023
Issue publication date: 17 February 2023
Abstract
Purpose
This study aims to determine how hotel-generated content (HGC) on official social media accounts influences booking intention by considering the mediating role of three key constructs: user evaluations of the perceived quality of information, engagement and brand attitude.
Design/methodology/approach
A total of 834 valid online questionnaires were collected to empirically test the measurement and structural model using a partial least square path modeling approach.
Findings
Although HGC does not have a direct effect on booking intention, this construct has a positive influence on both the perceived quality of information and engagement, which in turn positively influence booking intention. In addition, greater engagement generates a positive attitude, which increases booking intention.
Originality/value
This study represents a new step in understanding the influence of HGC on tourist behavior by extending research on guests’ decision-making processes and empirically demonstrating the chain of related influences that begins with HGC to promote booking intention.
研究目的
本研究旨在通过考虑三个关键结构的中介作用来确定官方社交媒体账户上酒店生成的内容 (HGC) 如何影响预订意愿：用户对信息感知质量的评价、参与度和品牌态度。
研究设计/方法/途径
共收集了 834 份有效的在线问卷, 以使用偏最小二乘路径建模方法对测量和结构模型进行实证检验。
研究发现
虽然 HGC 对预订意愿没有直接影响, 但这种结构对信息的感知质量和参与度都有积极影响, 进而对预订意愿产生积极影响。 此外, 更多的参与会产生积极的态度, 从而增加预订意愿。
研究原创性
本研究代表了理解 HGC 对游客行为影响的新步骤, 它扩展了对客人决策过程的研究, 并通过实证证明了从 HGC 开始的相关影响链, 以促进预订意愿。
Keywords
Acknowledgements
This study was conducted under the framework of the Research UAM Group TECHNOCONS “Consumer Behavior and Technology”. The authors give special thanks to Dr Romero from Universidad Autónoma de Madrid and Dr Casaló from Universidad de Zaragoza for their valuable advice about the study design. The authors also appreciate support from Natacha Lerma and Ana Ocheda (Toluna) for their assistance in the data collection stage.
This research was supported by the Professorship Excellence Program in accordance with the multiyear agreement signed by the Government of Madrid and the Autonomous University of Madrid, UAM (Line #3) and by the Spanish Ministry of Science and Innovation, grant number PID2020-113561RB-I00.
Citation
Veloso, M. and Gomez-Suarez, M. (2023), "The influential role of hotel-generated content on social media", Journal of Hospitality and Tourism Technology, Vol. 14 No. 2, pp. 245-257. https://doi.org/10.1108/JHTT-08-2021-0241
Publisher
:Emerald Publishing Limited
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