Determinants of Electronic Word-of-Mouth Effect on Chinese Overseas Travellers’ Hotel Booking Intentions

Ji, Zheng (2018) Determinants of Electronic Word-of-Mouth Effect on Chinese Overseas Travellers’ Hotel Booking Intentions. [Dissertation (University of Nottingham only)]

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The appearance of blogs, online reviews, and social networking sites enable customers to communicate with others online, these Internet products foster the spread of word-of-mouth (WOM) on the Internet, namely electronic word-of-mouth (eWOM). In the industry of tourism, the appearance of eWOM enhances the interaction and collaboration between travellers. More and more tourists have the habit of posting feelings, travel experiences, and hotel relevant information during or after their travel. Travellers also will search online information to help them choose destination or hotel. The situation is the same for Chinese overseas travellers (COTs). A Report from China National Tourism Administration (2017) indicates that more than 78% of COTs’ will search online information when they prepare their overseas travel. This indicates that eWOM may influence COTs’ behaviour intention significantly.

This research attempts to explore what features of eWOM can impact its effect on COTs’ hotel booking intention. First, this study focuses on a special group of people: Chinese overseas travellers. Then, to complete the aim of this research, this research employs the heuristic-systematic model as the research theoretical basis. Based on this model, features of eWOM are divided into two categories: heuristic factors (eWOM overall rating, eWOM source credibility, eWOM quantity) and systematic factors (eWOM argument quality, eWOM timeliness). Finally, this research analyses the relationship between these factors and COTs’ hotel booking intention.

This research found that systematic factors have a stronger effect than heuristic factors when COTs process eWOM information. In particular, eWOM argument quality, eWOM quantity, and eWOM timeliness have positive effect on COTs’ hotel booking intention. However, eWOM overall rating and eWOM source credibility do not impact COTs’ behavior intention, which provides new contribution to the development of eWOM theory.

Item Type: Dissertation (University of Nottingham only)
Depositing User: JI, Zheng
Date Deposited: 29 Apr 2022 14:10
Last Modified: 29 Apr 2022 14:10

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