DOES THE COMPLEXITY OF A TRAVEL WEBSITE AFFECT CONSUMERS' WILLINGNESS TO WRITE A RECOMMENDATION?
Keywords:
recommendations, еWOM, consumer behavior, travel website, tourism
Abstract
Paid promotions have become less significant for modern travelers due to the high risk involved in the decision-making process. Instead, non-commercial and limitless Internet recommendations (electronic word of mouth - eWOM) are considered as crucial sources of information. Therefore, the subject of this paper is the eWOM recommendation system, with a particular emphasis on travel websites. Over 30% of Internet users have rated products and/or services at least once through the network. However, very little is known about what influences travelers to share their experiences, beyond their concern for others and desire for enjoyment/positive self-enhancement. To analyze the influence of travel website complexity (presence of text, ease of use, and updated content) on consumer behavior, Pearson's Correlation test is used. The analysis results indicate that attitude toward the travel website has a positive effect on the consumers' willingness to write a recommendation. The main findings suggest how to effectively design engaging travel websites that can compete successfully in a highly competitive information environment.
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References
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Park, C., & Lee, T. M. (2009). Information Direction, Website Reputation and eWOM Effect: A Moderating Role of Product Type. Journal of Business Research, 62, 61–67. https://doi.org/10.1016/j.jbusres.2007.11.017
Romanazzi, S., Petruzzellis, L., & Iannuzzi, E. (2011). Click & experience. Just virtually there. The Effect of a Destination Website on Tourist Choice: Evidence from Italy. Journal of Hospitality Marketing & Management, 20(7), 791–813. http://dx.doi.org/10.1080/19368623.2011.605037
Tang, L., Jang, S., & Morrison, A. (2012). Dual-route communication of destination websites. Tourism Management, 33, 38–49. https://doi.org/10.1016/j.tourman.2011.01.021
Tsang, N. K. F., Lai, M. T. H., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(23), 306–323. https://doi.org/10.1080/10548401003744743
Wang, Z., Huang, W., & Liu-Lastres, B. (2022). Impact of user-generated travel posts on travel decisions: A comparative study on Weibo and Xiaohongshu. Annals of Tourism Research, 3(2). https://doi.org/10.1016/j.annale.2022.100064
Xiang, Z., Wang, D., O’Leary, J. T, & Fesenmaier, D. R. (2015). Adapting to the Internet: Trends in Travelers’ Use of the Web for Trip Planning. Journal of Travel Research, 54(4) 511–527. https://doi.org/
10.1177/0047287514522883
Yen, C. L. A., & Tang, C. H. H. (2015). Hotel attribute performance, eWOM motivations, and media choice. International Journal of Hospitality Management, 46, 79–88. https://doi.org/10.1016/j.ijhm.2015.01.003
Yeon Song, J., & Wen, I. (2021). Factors Affecting DMO’s Website Use Intention, and Visiting Intention: A SEM Model on the Impact of E-Destination Image and DMO’s Website Design. Journal of Tourism and Hospitality Management, 9(4), 183–203. https://doi.org/10.17265/2328-2169/2021.04.001
Yoo, K. H., & Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10, 283–295. https://doi.org/10.3727/109830508788403114
Zhang, L., Pan, B., Smith, W., & Li, X. (2009). An Exploratory Study of Travelers’ use of Online Reviews and Recommendations. Information Technology & Tourism, 11, 157–167. https://doi.org/10.3727/109830509789994775
Alcántara-Pilar, J. M., & García, S. B. (2015). Antecedents of attitudes toward the website: the moderating role of long-term orientation and individualism. Cross Cultural Management: An International Journal, 22(3), 379–404.
Ayeh, J. K., Au, N., & Law, R. (2013). Do we believe in TripAdvisor? Examining credibility perceptions and online travelers' attitude toward using usergenerated content. Journal of Travel Research, 52(4), 437–452. https://doi.org/10.1177/0047287512475217
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, 27(3), 391–402. https://doi.org/10.1016/j.ijhm.2007.10.008
Bronner, F., & De Hoog, R. (2011). Vacationers and eWOM: Who posts, and why, where, and what?. Journal of Travel Research, 50(1), 15–26. https://doi.org/10.1177/0047287509355324
Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2011.) Trust perceptions of online travel information by different content creators: some social and legal implications. Information Systems Frontiers, 13(2), 221–235. https://doi.org/10.1007/s10796-009-9192-x
Carlson, J., & O'Cass, A. (2010). Exploring the relationships between e‐service quality, satisfaction, attitudes and behaviours in content‐driven e‐service web sites. Journal of Services Marketing, 24(2) 112–127. https://doi.org/10.1108/08876041011031091
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9–38. https://doi.org/10.2753/JEC1086-4415130402
Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: content analysis of Macau travel related websites. Tourism Management, 28(1), 118–129. https://doi.org 10.1016/j.tourman.2006.03.002
Chung, N., Lee, H., Lee, S.J., & Koo, C. (2015). The influence of tourism website on tourists’ behaviour to determinate destination selection: a case study of creative economy in Korea. Technological Forecasting & Social Change, 96(8), 130–143. https://doi.org/10.1016/J.TECHFORE.2015.03.004
Dickinger, A., & Stangl, B. (2013). Website performance and behavioral consequences: a formative measurement approach. Journal of Business Research, 66(6), 771–777. https://doi.org/10.1016/j.jbusres.2011.09.017
Dwityas, N. A., & Briandana, R. (2017). Social media in travel decision making process. International Journal of Humanities and Social Science, 7(7), 2221–0989.
Elsharnouby, T., & Mahrous, A. (2015). Customer participation in online co-creation experience: the role of e-service quality. Journal of Research in Interactive Marketing, 9(4), 313–336. https://doi.org/10.1108/JRIM-06-2014-0038
Everard, A., & Galletta, D. F. (2005). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of Management Information Systems, 22(3), 56–95. https://doi.org/10.2753/MIS0742-1222220303
Fine, M., Gironda, J., & Petrescu, M. (2017). Prosumer motivations for electronic word-of-mouth communication behaviors. Journal of Hospitality and Tourism Technology, 8(2), 280–295. https://doi.org/10.1108/JHTT-09-2016-0048
Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. Information and Communication Technologies in Tourism, 35–46. https://doi.org/10.1007/978-3-211-77280-5_4
Hussain, S., Song, X., & Niu, B. (2020). Consumers’ Motivational Involvement in eWOM for Information Adoption: The Mediating Role of Organizational Motives. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.03055
Jalilvand, M. R., Esfahani, S.S., & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. Procedia Computer Science, 3, 42–46. https://doi.org/10.1016/j.procs.2010.12.008
Jiménez-Barreto, J., & Campo-Martínez, S. (2018). Destination website quality, users' attitudes and the willingness to participate in online co-creation experiences. European Journal of Management and Business Economics (EJM&BE), 27(1), 26–41. https://doi.org/10.1108/EJMBE-11-2017-0048
Kanten, P., Yesiltas, M., Turkeri, I., & Adem Sop, S. (2013). An empirical research on the effect of social media on destination choice. 5th International Tourism Week (ITW) Conference, New Trends In Tourism Management and Marketing, Antalya, Turkey.
Kim, M. J., Chung, N., Lee, C., & Preis, M. W. (2016). Dual-route of persuasive communications in mobile tourism shopping. Telematics and Informatics, 33, 293–308. http://dx.doi.org/10.1016/j.tele.2015.08.009
King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don't know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183. https://doi.org/10.1016/j.intmar.2014.02.001
Leung, D., Law, R., van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: a literature review. Journal of Travel & Tourism Marketing, 30, 3–22. https://doi.org/10.1080/10548408.2013.750919
Loureiro, S. M. C. (2015). The role of website quality on pad, attitude and intentions to visit and recommend island destination. International Journal of Tourism Research, 17(6), 545–554. https://doi.org/10.1002/jtr.2022
Luna-Nevarez, C., & Hyman, M. R. (2012). Common practices in destination website design. Journal of Destination Marketing & Management, 1, 94–106. https://doi.org/10.1016/j.jdmm.2012.08.002
Nilashi, M., Abumalloh, R. A., Alrizq, M., Alghamdi, A., Samad, S., Almulihi, A., Althobaiti, M. M., Ismail, M. Y., & Mohd, S. (2022). What is the impact of eWOM in social network sites on travel decision-making during the COVID-19 outbreak? A two-stage methodology. Telematics and Informatics, 69, 101795. https://doi.org/10.1016/j.tele.2022.101795
Park, C., & Lee, T. M. (2009). Information Direction, Website Reputation and eWOM Effect: A Moderating Role of Product Type. Journal of Business Research, 62, 61–67. https://doi.org/10.1016/j.jbusres.2007.11.017
Romanazzi, S., Petruzzellis, L., & Iannuzzi, E. (2011). Click & experience. Just virtually there. The Effect of a Destination Website on Tourist Choice: Evidence from Italy. Journal of Hospitality Marketing & Management, 20(7), 791–813. http://dx.doi.org/10.1080/19368623.2011.605037
Tang, L., Jang, S., & Morrison, A. (2012). Dual-route communication of destination websites. Tourism Management, 33, 38–49. https://doi.org/10.1016/j.tourman.2011.01.021
Tsang, N. K. F., Lai, M. T. H., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(23), 306–323. https://doi.org/10.1080/10548401003744743
Wang, Z., Huang, W., & Liu-Lastres, B. (2022). Impact of user-generated travel posts on travel decisions: A comparative study on Weibo and Xiaohongshu. Annals of Tourism Research, 3(2). https://doi.org/10.1016/j.annale.2022.100064
Xiang, Z., Wang, D., O’Leary, J. T, & Fesenmaier, D. R. (2015). Adapting to the Internet: Trends in Travelers’ Use of the Web for Trip Planning. Journal of Travel Research, 54(4) 511–527. https://doi.org/
10.1177/0047287514522883
Yen, C. L. A., & Tang, C. H. H. (2015). Hotel attribute performance, eWOM motivations, and media choice. International Journal of Hospitality Management, 46, 79–88. https://doi.org/10.1016/j.ijhm.2015.01.003
Yeon Song, J., & Wen, I. (2021). Factors Affecting DMO’s Website Use Intention, and Visiting Intention: A SEM Model on the Impact of E-Destination Image and DMO’s Website Design. Journal of Tourism and Hospitality Management, 9(4), 183–203. https://doi.org/10.17265/2328-2169/2021.04.001
Yoo, K. H., & Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10, 283–295. https://doi.org/10.3727/109830508788403114
Zhang, L., Pan, B., Smith, W., & Li, X. (2009). An Exploratory Study of Travelers’ use of Online Reviews and Recommendations. Information Technology & Tourism, 11, 157–167. https://doi.org/10.3727/109830509789994775
Published
2024-07-12
How to Cite
Marić, D., Džever, S., & Kostić, D. (2024). DOES THE COMPLEXITY OF A TRAVEL WEBSITE AFFECT CONSUMERS’ WILLINGNESS TO WRITE A RECOMMENDATION?. Tourism International Scientific Conference Vrnjačka Banja - TISC, 8(1), 145-158. https://doi.org/10.52370/TISC24145DM
Section
Articles
