Abstract: Purpose – The purpose of this paper is to advance in research on consumer psychology of hospitality,
since it investigates how online search behavior of users (particularly, information search and choice) is
influenced by the opinions of other people in a new context characterized by the generalized use of Web
2.0 applications.
Design/methodology/approach – Empirical research was carried out in the hotel sector in Iberian
Peninsula, where two Web 2.0 applications are especially relevant for users: the review Web sites and
the hotel interactive Web sites. A qualitative method (in-depth interviews with hotel managers) and a
quantitative technique (personal surveys to a sample of 830 users) were used to conduct this research.
Findings – The results indicates that the perceived influence on behavior of the user-generated
content on these Web 2.0 applications is determined, in both cases, by the value of the information, the
credibility of the sources and the degree of similarity between the user and the creators of content.
Practical implications – Firms should have an active presence in the review Web sites and the hotel
interactive Web sites, and use these platforms for market research and communication. Firms should
engage users to post content, support their credibility and facilitate the evaluation of the content
generators’ similarity.
Originality/value – This paper is the first study in the hospitality literature that develops and
empirically tests an integrative model explaining the perceived influence on behavior of user-generated
content on Web 2.0 applications.
Autoría: Herrero Á., San Martín H., Hernández J.M.,
Fuente: International Journal of Contemporary Hospitality Management Vol. 27 No. 7, 2015 pp. 1573-1597
Editorial: Emerald
Año de publicación: 2015
Nº de páginas: 25
Tipo de publicación: Artículo de Revista
DOI: 10.1108/IJCHM-05-2014-0255
ISSN: 0959-6119
Url de la publicación: 10.1108/IJCHM-05-2014-0255