Overall Perceived Value of a Tourism Service Delivered via Different Media

Abstract

The purpose of this research is to compare the perceptions of Spanish and British tourists in the formation of the overall perceived value of the purchase decision-making process for a hotel stay. Comparison is made between two key tourism distribution channels: offline, via a travel agency; and online, via the Internet. The sample comprised 600 tourists. Of these, 300 (150 Spanish and 150 British) had purchased hotel accommodation for their last holiday via an offline travel agency, and the other 300 (again, 150 Spanish and 150 British) had done so via the Internet. Given that the two countries differ in their cultural dimensions, the results show that the "uncertainty-avoidance" and "individualism/collectivism" dimensions moderate the relationship between the antecedents of overall perceived value. These differences are not homogeneous, depending instead on the medium through which the service is purchased. The present research takes a comprehensive approach to overall perceived value formation, considering differences both in culture and also in distribution channel, and including different phases: purchase and use.

Online Tourism Information and Tourist Behavior: A Structural Equation Modeling Analysis Based on a Self-Administered Survey

“…Since consumers' online search behaviors are helpful for predicting their buying intentions from virtual markets, smart business technologies focus on gathering information on users' online browsing history to influence their purchase decisions, satisfaction, happiness, and contagion behaviors (Mills and Law, 2004;Lee et al, 2018). Tourist destination organizations attempt to grab the attention of online information-seeking tourists through their presence at different online media platforms in an attempt to offer accurate and reliable information, which might encourage existing consumers to comment online in few clicks so that tourists may feel positive about a tourist destination through their online-browsing experience (Sabiote-Ortiz et al, 2016;Sun et al, 2016;Aydin, 2019).…”

Social media use for travel purposes: a cross cultural comparison between Portugal and the UK

“…Lee and Gretzel 2014;Sabiote-Ortiz et al 2016;Choi et al 2016) Portugal and the UK were selected for comparison as they represent reverse positions on most of the cultural dimensions, as shown in Fig. 1.…”

The Difference of Travel Service Quality Attributes of Travel Service Provider According to Information Search Channel

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