scholarly journals Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior

2013 ◽  
Vol 39 ◽  
pp. 1-9 ◽  
Author(s):  
Beverley A. Sparks ◽  
Helen E. Perkins ◽  
Ralf Buckley
Keyword(s):  
Consumer Behavior ◽  
Persuasive Communication ◽  
Content Type ◽  
Online Travel Reviews ◽  
Online Travel

scholarly journals Scuba Diving Experience and Sustainability: An Assessment of Online Travel Reviews

2018 ◽  
Vol 9 ◽  
pp. 43-52 ◽  
Author(s):  
Peunjodi Naidoo ◽  
Prabha Ramseook-Munhurrun ◽  
Jing Li
Keyword(s):  
Text Analysis ◽  
Physical Environment ◽  
Scuba Diving ◽  
Tourism Industry ◽  
Small Island ◽  
Analysis Software ◽  
Unsupervised Analysis ◽  
Online Travel Reviews ◽  
Tourism And Hospitality ◽  
Online Travel

Scuba diving is a popular activity in small island destinations which is on the rise. However, it is particularly important to preserve the physical environment for small island developing states due to their unique biodiversity and fragile ecosystems. Scuba diving tourism in island destinations is provided mainly by dive operators who are responsible to deliver the scuba diving experience to tourists. However, despite the importance of sustainability for the tourism industry, it is unclear to which extent the marine environment or green issues are important for consumers. Studies are increasingly suggesting that sustainability is an important feature considered by consumers. However, information is sparse regarding the extent to which sustainability is a key component for customers when evaluating the scuba diving experience. In this study, 3109 text reviews from the Trip Advisor website across all 57 listed diving operators in Mauritius were selected for data analysis. Th e present study uses Leximancer, a text analysis software that conducts unsupervised analysis of natural language texts provided in an electronic format.The Gaze: Journal of Tourism and Hospitality Vol.9 2018 p.43-52

Loyalty program in Africa: risk-seeking and risk-averse adventurers

2014 ◽  
Vol 69 (2) ◽  
pp. 137-157 ◽  
Author(s):  
Shogo Mlozi
Keyword(s):  
Consumer Behavior ◽  
Consumer Products ◽  
Loyalty Programs ◽  
Risk Averse ◽  
Loyalty Program ◽  
Content Type ◽  
Risk Seeking ◽  
Proposed Model ◽  
First Time ◽  
The Relationship

Purpose – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Design/methodology/approach – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Findings – The findings for overall model differed from the moderating factors of high risk, low risk, first-time visit and repeat visit. Also, the results are interesting when satisfaction is tested as a mediator. Practical implications – Practitioners could consider the fact that repeat visits may change tourists’ perceptions toward destination and may even increase their inclination to take on risks. This may impact innovation of consumer products in tourism. Also, policy makers could benefit on how loyalty programs can be developed to increase performance. Originality/value – The study offers specific strategic recommendations toward different groups of tourists (i.e. first-time, repeat visitors, risk averse, risk seeking) and proposes logic for setting up a loyalty program as a long-term strategy for success.

Curvilinear effects of e-loyalty in China’s online tourism industry

2017 ◽  
Vol 8 (2) ◽  
pp. 174-189 ◽  
Author(s):  
Xueyan Yang ◽  
Xiaoni Zhang ◽  
Samuel Goh ◽  
Chad Anderson
Keyword(s):  
Virtual World ◽  
Online Community ◽  
Linear Models ◽  
Virtual Community ◽  
Tourism Industry ◽  
Consumer Loyalty ◽  
Content Type ◽  
Factors Influencing ◽  
Travel Industry ◽  
Online Travel

Purpose The purpose of this paper is to understand e-loyalty in the travel industry. Specifically, this paper aims to examine the curvilinear relationship between predictors and e-loyalty. Design/methodology/approach An empirical study was conducted using an online survey with one of the largest travel companies in China. Structural equation modeling was used to test the models, and pair-wise nested F-tests were used to compare the models. Findings Results show that the curvilinear model has greater explanatory power of loyalty than traditional linear models. The results of pair-wise nested F-tests show that the loyalty model exhibits statistically significant R2 improvement compared to the linear model. However, the R2 improvement in the integrated model is not statistically different from that in the linear model. Confirmation and satisfaction are found to be salient factors influencing loyalty. Research limitations/implications This study makes important contributions to the online community literature by understanding the drivers of loyalty in the travel industry. However, there are limitations. First, this study addressed member loyalty of an online travel community with data collected from one company. Thus, generalizability is limited. Online communities and firms may have different characteristics, resulting in different factors influencing consumer loyalty. The authors plan in the future to collect data from other online travel companies and examine their model with different samples so as to check the generalizability of the current findings. Second, the authors collected a snapshot view on loyalty. Both researchers and managers note that small changes in loyalty and retention can yield disproportionately large changes in profitability (Reichheld et al., 2000). Consumer loyalty may change over time, so to maintain and increase profits, it is important to monitor such change. In the future, the authors plan to conduct a longitudinal study of community members to evaluate their loyalty over time. Practical implications As China seeks to gain additional market share in the global tourism market, travel companies should make use of websites as a marketing tool to attract and retain customers. These actions enable a travel company to enhance its competitiveness. More and more people use the internet for tour deals, bookings and finding tour-related information. Effective use of websites can affect the competitiveness of ecommerce companies. E-vendors could assess and adopt the dimensions recommended in this paper to help better understand areas for improvement. It is common today for consumers to buy travel products online instead of going through a travel agent. Considering the importance of reciprocity in formulating consumer satisfaction and loyalty in the virtual environment, companies should monitor reciprocal behavior on the virtual community. With advancement in technologies, consumer behaviors have changed and more consumers prefer social interactions in the virtual world. Companies can analyze posts in the virtual environment to assess reciprocity and may design a mechanism to foster reciprocal behaviors. By leveraging reciprocity, firms can better connect satisfaction with loyalty. More than 70 per cent of executives surveyed by McKinsey (2012) said that they regularly generate value through their Web communities. In addition, to pay attention to consumer to consumer reciprocity in the virtual world, companies should listen to what customers say in their online community, as this attention is an indication of reciprocity between consumers and companies. The ideas and opinions expressed in the online community tell the company customers’ perception of the value of its products and customers’ needs. Such attention to the voices in the online community will help companies to better tailor products/services to meet customers’ needs. Furthermore, the voices expressed in the virtual community are also effective in developing and maintaining new internet marketing opportunities such as email marketing, giveaways, search engine optimization, pay per click and shopping comparison marketing. Companies interested in retaining and attracting customers should leverage their established virtual communities and pay close attention to online posts and evaluate members’ satisfaction. Such effort will provide tangible benefits. As shown in Ye et al.’s study, traveler reviews produce a significant impact on online sales (Ye et al., 2011), with a 10 per cent increase in traveler review ratings, boosting online bookings by more than 5 per cent. This finding suggests that businesses should link online user-generated reviews to business performance in tourism. Finding incentives for users to share might be one way to improve interactivity and further create stickiness on the part of the website. Originality/value This paper is one of the first studies to address the need to move beyond linear models of e-loyalty and to additionally examine potential curvilinear and interactive effects. This study also identifies key variables such as reciprocity and satisfaction as determinants of e-loyalty in the Chinese online travel and tourism industry.

Saregama Carvaan: a phoenix that rose from the ashes

2021 ◽  
Vol 11 (3) ◽  
pp. 1-20
Author(s):  
Tausif Amir Mulla
Keyword(s):  
Consumer Behavior ◽  
Learning Outcomes ◽  
Business Models ◽  
Graduate Program ◽  
Smart Device ◽  
Strategic Decisions ◽  
Content Type ◽  
Profit Center ◽  
Academic Level

Learning outcomes The learning outcomes of this case are product innovation, the importance of consumer insights and data in marketing and the role of consumer insights in brand revival. Case overview/synopsis This case study is a fascinating look into how the shift from music compact disc (CDs) to streaming has completely changed consumer behavior. This change in attitude led many music labels down one of two paths as follows: shutting down the business or embracing new business models. The case study aims to bring out essential learning from a company, Saregama, that was on the verge of shutting down because of the losses incurred with the shift in consumer behavior from buying music CDs to streaming music for free on every smart device. This shift led most record companies to become shuttered. However, not all were as fortunate as Saregama, who threaded its way toward profitability. This case analyzes how Saregama turned from a loss-making business unit into a profit center by launching a breakthrough product backed by innovative thinking and strong consumer research. The researcher opted for secondary research based on reports from Deloitte and McKinsey & Company and other credible sources to understand the music streaming market in India. The study also includes excerpts from the interview of Vikram Mehra (MD of Saregama India Ltd.) to various media houses and customer reviews on e-commerce sites. Complexity academic level The case is relevant for learners studying for an undergraduate or graduate program and for discussions for modules such as marketing management and international marketing with a focus on product development and strategy. Applicability the case will provide the following exposure to the learners: the difference between corporate and marketing objectives; Using frameworks such as valuable, rare, inimitable, and organization and SAP-LAP to understand the rationale behind strategic decisions; An understanding of the importance of listening to consumers; Using the right marketing elements such as segmentation, targeting and positioning and marketing mix for a competitive marketing strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.

Effects of mood states and team identification on pricing in the secondary ticket market

2017 ◽  
Vol 7 (3) ◽  
pp. 276-292
Author(s):  
Khalid Ballouli ◽  
Jason Reese ◽  
Brandon Brown
Keyword(s):  
Consumer Behavior ◽  
Social Identity Theory ◽  
Affective Response ◽  
Endowment Effect ◽  
Mood States ◽  
Team Identification ◽  
Content Type ◽  
Fan Identification ◽  
Sport Consumer Behavior ◽  
Sport Events

Purpose Although current literature offers support for understanding sport consumer behavior from psychological and sociological perspectives, there is a lack of research that examines the effect of one’s emotional response to team outcomes on subsequent economic decisions. The purpose of this paper is to bridge this gap by studying how emotional responses to sport events moderate a typical endowment bias in the secondary ticket market. Design/methodology/approach This research comprised a 3×2×2 between-participants design with emotional state (positive, negative, and neutral), role (seller, buyer), and fan identification (high, low) as the three factors. Prospect theory and social identity theory guided hypothesis development whereby it was proposed that, depending on the affective response of study participants to positive, negative, or neutral publicity concerning the team, team identification would impact the transaction function (buyers vs sellers) on price values for tickets to a future event. Findings Findings revealed an interaction effect of emotions and team identification on the endowment effect to the extent that bargaining gaps between sellers and buyers increased or decreased depending on mood states and levels of identification with the team. Originality/value This study adds to the literature on emotions and the key role they play in effecting pricing decisions and consumer behavior, especially given fan identification is such a significant area of study with numerous implications for sport business and management.

scholarly journals THE CONSUMER BEHAVIOR TOWARD ONLINE TRAVELLING AGENCY (OTA): EVIDENCE FROM INDONESIA

2020 ◽  
Vol 7 (1) ◽  
pp. 20-29
Author(s):  
Hilarius Bambang Winarko ◽  
Asmaul Husna
Keyword(s):  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Loyalty ◽  
Statistical Tests ◽  
Perceived Value ◽  
Corporate Image ◽  
Factors Affecting ◽  
Customer Expectation ◽  
Online Travel

Purpose of the study: This study aims to examine five proposed research models and understand the factors affecting customer expectation, service quality, perceived value, customer satisfaction, and brand loyalty in Online Travel Agent (OTA) companies. This study also evaluates the general feelings of the customers whether they feel satisfied or not with OTA products and/or services. Methodology: The research method of this study used a quantitative approach and analyzed the acquired data by using single and multiple linear regression techniques. The service quality, customer expectation, corporate image, perceived value, customer satisfaction, known as predictor variables that affect the dependent variable of brand loyalty. Main Findings: From the statistical tests conducted in this study, it reveals that only one out of all eleven hypotheses were not accepted. Surprisingly it reveals that the customers keep purchase hotel and/or flight tickets from online travel booking sites no matter its service quality. Customer satisfaction and corporate image were influenced more significantly rather than its service quality. Implication: This study evaluates all customers past purchasing behaviors of the hotel and/or flight tickets purchased through OTA, and the result was valid, thus it can be used to reflect on how Indonesian OTA’s products and services may improve the customer satisfaction through their marketing program in the future. Novelty/Originality of this study: There have been problems that might found in Indonesian OTAs that may lower its customer satisfaction level toward the traveling industry. However, there was only a limited number of OTA research studies conducted for the Indonesia market to understand its online consumer behavior. Therefore this study was conducted to explore the plausible factors that cause the problem.

The role of emotions and social influences on consumer loyalty towards online travel communities

2016 ◽  
Vol 26 (5) ◽  
pp. 534-558 ◽  
Author(s):  
Carla Ruiz-Mafe ◽  
Jose Tronch ◽  
Silvia Sanz-Blas
Keyword(s):  
Social Presence ◽  
Perceived Risk ◽  
Positive Emotions ◽  
Social Influences ◽  
Negative Emotions ◽  
Subjective Norm ◽  
Content Type ◽  
Interpersonal Influences ◽  
Online Travel

Purpose The purpose of this paper is to analyse the role of emotions and social influences on loyalty formation towards online travel communities. Design/methodology/approach The individual (perceived risk) and social (subjective norm and social presence) antecedents of emotions as well as the impact of emotions on attitude and loyalty towards online travel communities are tested through structural equation modelling techniques. The sample consists of 385 active users of online travel communities in Spain. Findings Data analysis shows that perceived privacy and security risk elicit negative emotions such as stress, frustration and fear towards the online travel community. Normative influences (subjective norm) and feeling the presence of other community members (social presence) boost positive emotions towards the online travel community. Interpersonal influences have a positive effect on subjective norm but not external influences. Positive and negative emotions affect preferences towards the online travel community (attitudes) as proposed by social impact theory. Subjective norm and attitude have a direct influence on loyalty towards an online travel community, confirming previous research grounded on theory of reasoned action models. Originality/value Despite the crucial impact of consumers’ affective states on loyalty formation, research on social media is mainly focused on the technological nature of consumer information exchanges, neglecting other drivers of consumer behaviour beyond the technology employed. This paper develops a model that integrates the relationships between consumer emotions and their individual (perceived risk) and social (social presence and subjective norm) antecedents and outcome variables (attitude and loyalty). The role of social influences is analysed, assessing the conjoint impact of one-way communication (interpersonal influences and mass media) and Web 2.0 communications (social presence) on positive emotions and loyalty formation towards the online travel community.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

Reciprocity and commitment in online travel communities

2019 ◽  
Vol 119 (2) ◽  
pp. 397-411 ◽  
Author(s):  
Daniel Belanche ◽  
Luis V. Casaló ◽  
Carlos Flavián ◽  
Miguel Guinalíu
Keyword(s):  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Active Participation ◽  
Equation Modeling ◽  
Relational Capital ◽  
Content Type ◽  
High Level ◽  
Online Travel

PurposeWith social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships.Design/methodology/approachData from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses.FindingsHigher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice.Practical implicationsManagement tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment.Originality/valueThis research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.

Influence of e-WOM engagement on consumer purchase intention in social commerce

2018 ◽  
Vol 32 (4) ◽  
pp. 493-504 ◽  
Author(s):  
Ali Sahabi Yusuf ◽  
Ab Razak Che Hussin ◽  
Abdelsalam H. Busalim
Keyword(s):  
Social Support ◽  
Consumer Behavior ◽  
Purchase Intention ◽  
Positive Influence ◽  
Future Research ◽  
Social Commerce ◽  
Current Effort ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Information Characteristics

Purpose As a business paradigm, social commerce (s-commerce) has brought about a new stage of innovation, and by extension, has transmuted the power from seller to buyer. S-commerce is a combination a commercial and social activities in which individuals may spread word of mouth (WOM) about their shopping experiences and knowledge and provide information about product and services to their to their friends. This kind of social interactions among individuals has increased the potentials of eWOM communication. Given such a backdrop, this paper aims to look into the influence of eWOM engagement on consumers’ purchase intention in s-commerce, which may complement the current effort of the research community in this area. Design/methodology/approach This study used elaboration likelihood model, theory of reasoned action and social support theory to investigate the influence of eWOM engagement on consumers’ purchase intention in s-commerce. The study used 218 respondents to evaluate the proposed model using SmartPLS. Findings The empirical results indicate that information characteristics, consumer behavior and technological factors exert a positive influence on consumer purchase intentions. All hypotheses between attitude toward eWOM, information credibility, innovativeness, website quality and eWOM engagement are significant. Also, eWOM engagement has a significant positive influence on consumer purchase intention. However, information quality and social support does not have any significant relationship with eWOM engagement. Research limitations/implications This study seeks to address the dearth of research in the field of s-commerce, especially as it relates to eWOM. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping stone for future research in this field. Practical implications This study is one of the early studies focusing on the influence of eWOM engagement, especially in s-commerce. The study offers comprehensive and empirically validated factors pertaining to eWOM engagement in s-commerce. The results of this study are also important to practitioners and online companies’ managers. The study’s model has demonstrated the contextualization of what makes customers engage in eWOM and its influence in s-commerce. The study will also offer insights for firms on how to encourage eWOM engagement among customers. Originality/value A new eWOM engagement model in s-commerce is proposed with consideration on information characteristics, consumer behavior, technological and social factors. The model is validated afterwards.

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