The Influence of Embedded Social Media Channels on Travelers’ Gratifications, Satisfaction, and Purchase Intentions

Abstract

Considering the strong influence of social media on internet users, it is important to understand its role for hotel businesses, particularly the online aspect of lodging operations. Although several social media studies have been done, very few studies have focused on travelers’ needs and the specific gratifications they seek when using embedded social media channels on hotel websites, and how those channels would influence their purchasing behavior. The main purpose of the current research is to examine the effectiveness of embedded social media channels on hotel websites and their influence on traveler behavior. Applying the uses and gratifications (U&G) approach, we examined relationships among traveler gratifications, satisfaction, and purchase intentions by comparing user experience with hotel websites that used embedded social media channels to those without embedded social media channels. The results indicated that travelers exposed to the hotel website with embedded social media channels had higher levels of perceived informativeness, perceived enjoyment, and perceived social interaction that directly influenced traveler satisfaction. In the context of embedded social media channels, the gratification factors, such as perceived enjoyment and perceived social interaction, directly influenced traveler satisfaction and purchase intentions, and indirectly influenced purchase intentions through traveler satisfaction. Meanwhile, perceived informativeness did not influence purchase intentions directly in either sample, but it did influence purchase intentions indirectly through travelers’ satisfaction. Furthermore, for the group who used the hotel website without embedded social media channels, perceived social interaction was found to have no significant effect on travelers’ satisfaction and purchase intentions.

Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca

“…La teoría de uso y gratificaciones y su relevancia en la investigación se sustenta en dos aspectos, los factores que impulsan el uso y los factores demográficos (Karimi, Khodabandelou, Ehsani y Ahmad, 2014). Investigaciones sobre U&G reflejan en los Millenials factores como la búsqueda de información, el nivel de percepción de búsqueda de información, la satisfacción, la interacción humana y la interacción social como determinantes para la satisfacción y la motivación de compra (Hsu, Chang, Lin y Lin, 2015;Aluri, Slevitch y Larzelere, 2016).…”

“…Otras investigaciones detallan que el uso de los medios sociales tiene un efecto sobre la socialización y fortalece la participación (Gascón, Bernal, López y Rodríguez, 2016; Hamilton, Kaltcheva y Rohm, 2016; Wang, Baker, Wagner y Wakefield, 2007). De igual forma, Aluri et al (2016) identificaron que un alto nivel de percepción sobre el contenido fueron determinantes con relación a la satisfacción y la motivación de compra en los Millennials. Además, Hall, Towers y Shaw (2017) concluyeron que la interacción con el contenido y el tiempo expuesto son factores que influyen en la motivación de compra.…”

“…La toma de decisiones comienza cuando el consumidor necesita, desea o quiere comprometerse con comportamientos de compra y consumo, en respuesta a determinados estímulos (Molla, Berenguer, Gómez y Quintanilla., 2014). Las investigaciones sobre medios sociales reflejan que un alto estímulo y un contenido relevante generan un mayor involucramiento, lo que trae como resultado el aumento del uso de medios sociales con el fin de conectarse e interactuar con la marca (Hall et al, 2017;Aluri et al, 2016;Veloutsou et al, 2017). Estudios sobre U&G detallan que el efecto de contenidos publicitarios en plataformas de medios sociales (Facebook, Instagram, Twitter) tiene un impacto en las intenciones de compra (Duffett, 2015;Chu et al, 2013;Liu et al, 2017;Moreno, Lafuente, Carreón y Moreno, 2017).…”

The Influence of Perceived Benefits on Young Malaysian Facebook Users’ Homestay Reservation Intention

“…hospitality, tourism, travel, and banking industries) started to focus on examining consumers' online service buying intention, particularly via the social media platform (e.g. Aluri, Slevitch & Larzelere, 2016;Bigne, Andreu, Hemandez & Ruiz, 2016;Kim, Kim, Park & Park, 2017;Parra-López, Bulchand-Gidumal, Gutiérrez-Taño & Díaz-Armas, 2011). In the context of Malaysia, the empirical studies of young consumers who are the main target market for online buying are insufficient, especially in the context of service industry.…”

Digital Tools: Their Value and Use for Marketing Purposes

“…Thus, the hospitality industry is wholly reliant on word of mouth, as it is the simplest distribution channel for a business. Guest loyalty does generate business, yet positive reviews provided by word of mouth marketing encourages new guests and higher revenue margins(Aluri, Slevitch & Larzelere, 2016);Duan, Yu, Cao & Levy, 2016). According to a recent TrustYou study, 95 percent of all tourists use online review sites like TripAdvisor to help them make their final decision.…”