Comunicación en el sector turístico. Puntuaciones y comentarios de usuarios como variables estratégicas / Communication in the tourist sector. Scores and comments from users as strategic variables

  1. Gavilán Bouzas, Diana 1
  2. Martínez-Navarro, Gema 1
  3. Fernández-Lores, Susana 2
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 ESIC Business & Marketing School
Zeitschrift:
Vivat Academia

ISSN: 1575-2844

Datum der Publikation: 2018

Nummer: 144

Seiten: 77-94

Art: Artikel

DOI: 10.15178/VA.2018.144.77-93 DIALNET GOOGLE SCHOLAR

Andere Publikationen in: Vivat Academia

Zusammenfassung

Ratings and reviews made by users on tourist accommodation sites now represent a form of social informational influence that has a great impact on decision-making. This research focuses on analyzing what contents are relevant during the first stage of the decision process when searching for accommodation. Specifically, how users integrate information from other users and the interactions that occur between ratings and reviews. Data were obtained through a qualitative methodology based on focus groups with Millennials and Generation X. Results suggest that in contexts where there is an abundance of options, users adopt strategies that help them discriminate among them. Ratings are particularly important because they facilitate and simplify the process of pre-selection of alternatives. The interaction between the ratings and the number of reviews increase trustworthiness and moderates the decision.

Bibliographische Referenzen

  • Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91-114. doi: 10.2753/JEC1086-4415160205
  • Birkinshaw, J., Brannen, M. Y., & Tung, R. L. (2011). From a distance and generalizable to up close and grounded: reclaiming a place for qualitative methods in international business research. Journal of International Business Studies, 42, 573-581. doi: 10.1057/jibs.2011.19
  • BrightLocal. (2014). Local Consumer Reviewer. Recuperado de www.brightlocal.com/wp-content/uploads/2014/07/Local-Consumer-Review-Survey-20141.pdf
  • Burnkrant, R.E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer research, 2(3), 206-215. doi: 10.1086/208633
  • Chen, L., Gillenson, ML., & Sherrell, DL. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39(8), 705-719.
  • Cialdini, R. (2009). Influence: Science and Practice. Boston, MA: Pearson Education.
  • Cialdini, R,. & Goldstein, N. (2004). Social influence: Compliance and Conformity. Annual Review of Psychology, 55, 591-621. doi: 10.1146/annurev.psych.55.090902.142015
  • ComScore. (2007). Online Consumer-Generated Reviews Have Significant Impact on Offline Purchase Behavior. Recuperado de www.comscore.com/Insights/Press-Releases/2007/11/Online-Consumer-Reviews-Impact-Offline-Purchasing-Behavior.
  • Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 131-44.
  • Furlong, M. (2007). Turning Silver into Gold: How to Profit from the New Baby Boomer Market Place. Upper Saddle River, NJ: FT Press.
  • Informe Cisco System. (2013). Informe Anual de Seguridad de Cisco. Recuperado de www.cisco.com/web/ES/pdf/Cisco_ASR_2012_v2_020813.pdf.
  • Kelman, H. C. (1961). Processes of opinion change. Public opinion quarterly, 25(1), 57-78.
  • Krueger, R. (1991). El grupo de discusión. Guía práctica para la investigación aplicada. Madrid: Pirámide.
  • Lee, M., Shi, N., Cheung, C., Lim, K., & Sia, C. (2011). Consumer's Decision to Shop Online: The Moderating Role of Positive Informational Social Influence. Information & Management, 48(6), 185-191. doi: 10.1016/j.im.2010.08.005
  • Litvin, S.W., Goldsmith, R., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468. doi: 10.1016/j.procs.2010.12.008
  • Maxwell, J.A. (1998). Designing a qualitative study. En L. Bickman, & D. J. Rog, Handbook of applied social research methods (pp. 69-100). Thousand Oaks, CA: Sage Publications.
  • Moe, W., & Schweidel, D. (2011). Online Product Opinions: Incidence, Evaluation and Evolution. Marketing Science, 31(3), 372-386. doi: 10.1287/mksc.1110.0662
  • Morgan. D. L. (1998). The focus group guidebook. Thousand Oaks, CA: Sage.
  • Mucchielli. R. (1978). La entrevista de grupo. Conocimiento del problema y aplicaciones prácticas. Bilbao: Ed. Mensajero.
  • Mudambi. S. M., & Schuff, D. (2010). What makes a helpful review? A study of customer reviews on Amazon.com. MIS quarterly, 34(1), 185-200. Retrieved from https://pdfs.semanticscholar.org/eddb/53ec2f7723fe205d56bed1f284f8174ba7e2.pdf.
  • Nielsen. (2012). State of the Media: The Social Media Report. Recuperado de http://www.nielsen.com/us/en/insights/reports/2012/state-of-the-media-the-social-media-report-2012.html.
  • Olabarri, M.E., Monge, S., & Usín, S. (2015). Cómo evalúan los jóvenes las opiniones de otros consumidores en Internet. El caso de la UPV/EHU. Revista Latina de Comunicación Social, 70, 703-725. doi: 10.4185/RLCS-2015-1067
  • ONTSI. (2016). Estudio sobre Comercio Electrónico B2C 2015. Recuperado de www.informeticplus.com/estudio-sobre-comercio-electronico-b2c-2015-edicion-2016-ontsi.
  • Oppenheim, A. N. (1992). Questionnaire Design and Attitude Measurement. London: Pinter Publishers.
  • Park, D. H., & Kim, S. (2009). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399-410. doi: 10.1016/j.elerap.2007.12.001
  • PhoCusWright. (2013). Travel Tech Trends. Recuperado de www.phocuswright.com/Free-Travel-Research/Travel-Tech-Trends-2013.
  • Rao, H., Greve, H.R., & Davis, G.F. (2001). Fool's gold: Social proof in the initiation and abandonment of coverage by Wall Street analysts. Administrative Science Quarterly, 46(3), 502-526. doi: 10.2307/3094873
  • Reinstein, D. A., & Snyder, C. M. (2005). The influence of expert reviews on consumer demand for experience goods: A case study of movie critics. The Journal of Industrial Economics, 53(1), 27-51. doi: 10.1111/j.0022-1821.2005.00244.x
  • Roberts, J. H., & Lattin, J. M. (1991). Development and Testing of a Model of Consideration Set Composition. Journal of Marketing Research, 28, 429-440.
  • Salmon, S. J., De Vet, E., Adriaanse, M. A., Fennis, B. M., Veltkamp, M., & De Ridder, D. T. (2015). Social proof in the supermarket: Promoting healthy choices under low self-control conditions. Food Quality and Preference, 45, 113-120. doi: 10.1016/j.foodqual.2015.06.004
  • Selltiz, C., Wrightsman, L. & Cook, S. (1980). Métodos de investigación en las relaciones sociales (9a ed.). Madrid: Rialp.
  • The World Economic Forum. (2015). The Travel & Tourism Competitiveness Report 2015. Geneva. Recuperado de http://reports.weforum.org/travel-and-tourism-competitiveness-report 2015/?doing_wp_cron=1497361405.4453260898590087890625
  • Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133-148. doi: 10.1509/jmkg.74.2.133
Fuente de los datos: Dialnet