Turkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences

The Mediating Role of Real-Time Information Between Location-Based User-Generated Content and Tourist Gift Purchase Intention

“…During the data collection process, we observed that the majority of tourists about 82.5% frequently use the Internet for information access about destinations, which is similar to a local consumer review survey that reveals 93% of consumers used the internet to find a local business (BrightLocal, 2020). Additionally, results support that consumers paid attention to online content for gift purchase decisions (Kavoura et al, 2020). Results also support researchers who point out tourists' involvement in multi-dimensional information searching related to product overall quality, destination representation ability, workmanship, and cultural expression for gift purchasing (Cleveland et al, 2003;Li & Cai, 2008).…”

“…Mkono and Tribe (2016) affirm that user-generated content provides information related to culture and features of a given tourism destination. The authors also argue that user-generated content can also popularise locations and tourist memorabilia such as souvenirs of specific locations (Bigne et al, 2021;Lu et al, 2018), which in turn leads to influence gift purchase intention of other tourists (Kavoura et al, 2020;Li & Katsumata, 2020;Tsiakali, 2018).…”

“…The recent emergence of dynamic user-provider interaction enables performance effectiveness and efficiency by dynamically engaging and performing timely actions based on real-time information (Buhalis & Sinarta, 2019). Technological advancement provides an opportunity to obtain real-time information of travelers (Yin & Li, 2021) to facilitate users with the latest information across online platforms for gift purchase decisions (Kavoura et al, 2020). Therefore, business managers should engage and encourage customers for positive e-WOM about products and services (Cheong et al, 2020;Sutanto & Aprianingsih, 2016) to improve business positive reviews and real-time information sharing would engage potential customers searching online (BrightLocal, 2020).…”

“…Locationbased content and real-time information reduce information overload and improve online search performance (Hollender et al, 2010;Wu & Xie, 2018). Relying on key on cognitive load theory, we argue that the location-based user-generated content (Bigne et al, 2021;Lu et al, 2020) and real-time information (Ghouri & Mani, 2019) could reduce complex and excessive content to enhance the likelihood of tourists' gift purchase (Kavoura et al, 2020;Lu et al, 2020). Hence, when making consumption choices, people are likely to focus on the limited information streams coming from eWOM and more likely to avoid overload of online information, as irrelevant and excessive information could interrupt users' purchase decisions (Li & Ryan, 2018;Lu et al, 2020).…”

“…Additionally, Tsiakali (2018) highlights the significant effect of usergenerated content on travelers' purchase decisions. Moreover, Kavoura et al (2020) assert that consumers rely on online content for gift purchases. Vaittinen and McGookin (2018) also report on the positive influence of online content on users' purchase decisions, however, Lu et al (2020) warn that complex and excessive content could interrupt users' purchase decisions.…”