文章基本信息

标题：Influencia social online: nuevas tecnologías en la comunicación del sector turístico
本地全文：下载
作者：Diana Gavilan ; Gema Martínez-Navarro ; Susana Fernández-Lores 等
期刊名称：Icono 14
电子版ISSN：1697-8293
出版年度：2017
卷号：15
期号：2
页码：138-167
DOI：10.7195/ri14.v15i2.1065
出版社：Asociación Científica ICONO 14
摘要：Internet has shaken up the tourism sector from the point of view of the consumer and of the company. Information is currently abundant and accessible; the traveler is more technological and has become an influencer. Thereby, ratings and reviews made by anonymous users on hospitality websites represent a form of influence with great impact on decision making that has transformed companies´ traditional communication models. This paper studies the mechanisms of social influence, specifically the role played by ratings and reviews in the choice of a tourist accommodation, taking into account the susceptibility of the user to the information that comes from others. An experiment was carried out. Conclusions reveal that ratings do constitute a critical factor in the decision, but are contingent upon the volume of reviews and that individual susceptibility to social influence moderated this process.
关键词：Ratings;Reviews;Customer decisions;Online communication;Social influence;Hospitality;Ratings;Reviews;Customer decisions;Online communication;Social influence;Hospitality