Author : Varughese Kizhakkacharuvil John 1
Date of Publication :20th September 2019
Abstract: The purpose of this study was to determine the influence of seven attributes of consumer-generated electronic word-ofmouth on Thai and foreign leisure travelers’ intention for online hotel booking. The sample data were collected from Amanpuri Resort, located in Phuket, Thailand. The sampling method that was employed in this study was non-probability sampling, and the sample size (N = 110) was calculated by using Green’s formula for unknown population. A self-administered questionnaire, consisting of 4 sections, was manually distributed to participants prior to their departure from the hotel. Seven attributes of consumer-generated electronic word-of-mouth and intention for online hotel booking were measured using a 5-point interval scale. Descriptive statistical analysis such as frequency distribution, means, and standard deviation, were used to describe respondents’ demographic characteristics. Multiple linear regression analysis was used to test the relationship between seven attributes of consumer-generated electronic word-of-mouth and intention for online hotel booking. There is high degree of positive correlation (R = 0.88) between ‘intention for online hotel booking’ and hotel reviews by ‘electronic word of mouth’. The predictor variables have an explanatory power of 77.4 (R2) percent on the predicted variable ‘Intention for online hotel booking’. The F-value (7, 102) 101.67 is significant at less than 1 percent level and hence the model is proved as significant for the data collected for the study. Thus, the hypotheses testing revealed that the seven attributes of consumer-generated electronic word-of-mouth have an influence on Thai and foreign leisure travelers’ intention for online hotel booking.
Reference :
-
- Ajzen, I., & Fishbein, M. (2000). Attitudes and the Attitude-Behavior Relation: Reasoned and Automatic Processes. European Review of Social Psychology - EUR REV SOC PSYCHOL, 11, 1-33. doi:10.1080/14792779943000116
- Akehurst, G. (2008). User generated content: The use of blogs for tourism organisations and tourism consumers. Service Business, 3, 51-61. doi:10.1007/s11628-008-0054-2
- Amblee, N., & Bui, T. (2007). The impact of electronic-word-of-mouth on digital microproducts: An empirical investigation of Amazon Shorts.
- Bai, B., Law, R., & Wen, I. (2008). The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors. International Journal of Hospitality Management, 27, 391-402. doi:10.1016/j.ijhm.2007.10.008
- Bone, P. F. (1995). Word-of-mouth effects on shortterm and long-term product judgments. Journal of Business Research, 32(3), 213-223. doi:10.1016/0148-2963(94)00047-I
- Bowman, D., & Narayandas, D. (2001). Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and wordof-mouth behavior. Journal of Marketing Research, 38(3), 281-297. doi:10.1509/jmkr.38.3.281.18863
- Bristor, J. M. (1990). Enhanced explanations of word of mouth communications: the power of relationships. Research in Consumer Behavior, 4(1), 51-83
- Brown, J., Broderick, A. J., & Lee, N. (2007). Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2- 20. doi:http://dx.doi.org/10.1002/dir.20082
- Charlett, D., Garland, R., & Marr, N. (1995). How damaging is negative word of mouth. Marketing Bulletin, 6(1), 42-50.
- Cheung Christy, M. K. (2008). The impact of electronic wordâ€ofâ€mouth. Internet Research, 18(3), 229-247. doi:10.1108/10662240810883290
- Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247
- Cox, D. F. (1963). The audiences as communicators. Paper presented at the American Marketing Association, Chicago.
- Davis, A. J., & Khazanchi, D. (2008). An empirical study of online word of mouth as a predictor for multi-product category e-commerce sales. Electronic Markets, 18(2), 130-141. doi:10.1080/10196780802044776
- Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers‟ Product Evaluations. Journal of Marketing Research, 28, 307-319. doi:10.2307/3172866
- Goldenberg, J., Libai, B., & Muller, E. (2001). Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth. Marketing Letters, 12(3), 211-223. doi:10.1023/A:1011122126881
- Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioral Research, 26(3), 499-510. doi:10.1207/s15327906mbr2603_7
- Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44-59.
- Gretzel, U. (2007). Online travel review study: role and impact of online travel reviews. Retrieved from Texas, USA: 19. Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. Paper presented at the International Conference in Innsbruck, SpringerVerlag Wien, Vienna.
- Ives, B., Olson, M. H., & Baroudi, J. L. (1983). The measurement of user information satisfaction. Communications of the ACM, 26(10), 785-793.
- Jindal, N., & Liu, B. (2008). Opinion Spam and Analysis. Paper presented at the International Conference on Web Search and Data Mining, New York, NY, USA.
- Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: search versus experience goods. Journal of Business Research, 41(3), 195-203.
- Lee, M., Jeong, M., & Lee, J. (2017). Roles of negative emotions in customers‟ perceived helpfulness of hotel reviews on a user-generated review website: a text mining approach. International Journal of Contemporary Hospitality Management, 29(2), 762-783.
- Lee, M. K. O., Cheung, C. M. K., Lim, K. H., & Sia, C. L. (2006). Understanding customer knowledge sharing in web-based discussion boards: an exploratory study. Internet Research, 16(3), 289-303.
- Levin, I., & Gaeth, G. (1988). How Consumers Are Affected by the Framing of Attribute Information Before and After Consuming the Product. Journal of Consumer Research, 15, 374-378. doi:10.1086/209174
- Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management Perspectives, 29(3), 458-468. doi:10.1016/j.tourman.2007.05.011
- Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74-89.
- Madu, C., & Madu, A. (2002). Dimensions of Equality. International Journal of Quality & Reliability Management, 19, 246-258. doi:10.1108/02656710210415668
- Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27(3), 361-367. doi:10.2307/3172593
- Memarzadeh, F., Blum, S. C., & Adams, C. (2015). The impact of positive and negative e-comments on business travelers‟ intention to purchase a hotel room. Journal of Hospitality and Tourism Technology, 6(3), 258-270.
- Milan, R. (2007). Travel reviews: consumers are changing your brand and reputation online (internet). Retrieved from http://www.travelindustrywire.com /article29359. html.
- Mizerski, R. W. (1982). An Attribution of the Disproportionate Influence of Unfavorable Information. Journal of Consumer Research, 9(301- 310). doi:10.1086/208925
- Money, R., Gilly, M., & Graham, J. (1998). Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan. Journal of Marketing, 62(4), 76-87. doi:10.2307/1252288
- Pan, B., MacLaurin, T., & Crotts, J. C. (2007). Travel Blogs and the Implications for Destination Marketing. Journal of Travel Research, 46(1), 35-45. doi:10.1177/0047287507302378
- Park, C., & Lee, T. (2009). Antecedents of Online Reviews' Usage and Purchase Influence: An Empirical Comparison of U.S. and Korean Consumers. Journal of Interactive Marketing - J INTERACT MARK, 23, 332-340. doi:10.1016/j.intmar.2009.07.001
- Rafaeli, S., & Raban, D. (2005). Information sharing online: A research challenge. IJKL, 1, 62-79. doi:10.1504/IJKL.2005.006251
- Richins, M. (1983). Negative word of mouth by dissatisfied customers: A pilot study. Journal of Marketing. The Journal of Marketing, 47, 68-78. doi:10.2307/3203428
- Schiffman, L. G., & Kanuk, L. L. (1995). Consumer Behavior (9 ed.). Upper Saddle River, NJ: Prentice Hall.
- Silverman, G. (2001). The secrets of word-of-mouth marketing: how to trigger exponential sales through runaway word-of-mouth. New York, USA: American Marketing Association.
- Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perceptions of trust. Tourism Management, 32(6), 1310-1323. doi:10.1016/j.tourman.2010.12.011
- Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: the effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1-9. doi:10.1016/j.tourman.2013.03.007
- Sullivan, C. (1999). Marketing the web in other media. 132(9), 27-30.
- Travel Trends. (2019). How Thailand‟s hoteliers are reaching and converting guests from Asia and beyond. Site Minder.
- Vasquez, C. (2012). Narrativity and involvement in online consumer reviews: the case of TripAdvisor. Narrative Inquiry, 22(1), 105-121.
- Vermeulen, I., & Seegers, D. (2009). Tried and Tested: The Impact of Online Hotel Reviews on Consumer Consideration. Tourism Management, 30, 123-127. doi:10.1016/j.tourman.2008.04.008
- Wang, P. (2015). Exploring the influence of electronic word-of-mouth on tourists‟ visit intention: a dual process approach. Journal of Systems and Information Technology, 17(4), 381-395
- Weinberger, M. G., & Dillon, W. R. (1980). The Effects of Unfavorable Product Rating Information. NA - Advances in Consumer Research, 7, 528-532.
- Westbrook, R. A. (1987). Product/consumption based affective responses and post-purchase processes. Journal of Marketing Research, 24, 258-270. doi:10.2307/3151636
- Willemsen, L., Neijens, P., Bronner, F., & Ridder, J. (2011). “Highly Recommended!” The Content Characteristics and Perceived Usefulness of Online Consumer Reviews. J. Computer-Mediated Communication, 17, 19-38. doi:10.1111/j.1083- 6101.2011.01551.x
- Wu, P. (2013). In Search of Negativity Bias: An Empirical Study of Perceived Helpfulness of Online Reviews. Psychology & Marketing, 30. doi:10.1002/mar.20660
- Xinyuan, Z. L., Law, R., & Wang, X. G. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364. doi:10.1108/IJCHM-12-2013-0542
- Ye, Q., Law, R., & Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180-182.