Word of Mouth Communication Influence of Online Hotel Room Reservation Confirmation: Case Study of Individual Travelers in Hong Kong

Abstract

Hong Kong residents tend to spend their holidays by traveling overseas; hence, they reserve hotels online. Moreover, low-cost carriers have become popular and common, thereby resulting in an increase in the number of individual travelers. Accordingly, the online hotel industry can no longer ignore the potential segment of individual travelers. In addition, word of mouth (WOM) is significant in the decision-making process because of the development of Web 2.0. and Travel 3.0. Furthermore, previous studies were analyzed and only a few focus on the individual traveler perspectives on purchasing hotel reservations online. However, individual travelers have different culture and values compared with the public; the former has its own lifestyle, consumer behavior, and ego. Therefore, the investigation of individual travelers when purchasing hotel reservations online is a valuable research topic. Under all situations, WOM has become one of the crucial factors upon which individual travelers base their travel planning and decision. This study used the interpretivist approach to investigate the respondents' experiences and views for exploring and understanding individual traveler's perception. The current study adopted qualitative research toward the effects of WOM communication on purchasing hotel reservations online. To investigate the topic, in-depth interviews were conducted on 15 respondents who are individual travelers and travel alone. The interviews followed a semi-structured format using open-ended questions. Descriptive research was designed to gather the findings. In addition, this study provided the effects of WOM communication on purchasing hotel reservations online from the perspective of an individual traveler. New findings, effects of WOM from an individual traveler's perspective, and recommendations are provided, thereby providing significant guidance to industrial practitioners to improve and formulate marketing strategies.

Consumer usage of online travel reviews: Expanding the unified theory of acceptance and use of technology 2 model

“…Previous studies in hospitality and tourism explored the growing importance of UGC (Ukpabi and Karjaluoto, 2017), its implications for travelers’ decision-making (e.g. Chan et al, 2017; Sparks and Browning, 2011; Yoo and Gretzel, 2008) as well as hotel and business performance (Book et al, 2016; Casalóa et al, 2015; Xie et al, 2017). Others have examined the characteristics of major online travel review platforms and various forms of UGC available for travelers (Baka, 2016; Chen et al, 2014; Xiang et al, 2015) and consumer intentions and benefits of engaging in online travel communities (Agag and El-Masry, 2016; Ben-Shaul and Reichel, 2017; Qu and Lee, 2011).…”

Does eWOM affect Guests’ Experience Expectation? An Empirical Analysis within the Hotel and Tourism Sector

“…Similarly, Lu and Stepchenkova (2015) described that the information which has been shared by others on the Internet benefits the users based on reading other people's experience and opinions. In addition, Chan et al (2017) claimed that online reviews on hotel experience help guests form a mental image on the real situation of the hotel, which could reduce risks and uncertainties about their future travel. The review acts as a photograph in the guests' mind to describe the hotel's service and environment.…”

“…In lieu of the above, this present study shows that customers, who read positive comments, opinion and experience of others about particular resorts, may believe that the resorts are generally good. According to Chan, Hsiao & Tang, (2017), eWOM information regarding resort experience helps guests form a mental image of the resort's real situation, to which it could reduce risks and uncertainties about their future travel. In other words, eWOM is believed to give some ideas and thoughts in a customer's mind towards the experience.…”

Impact of positive word-of-mouth on purchase intentions and post purchase satisfaction among female customers in Pakistan

“…Che et al (2017) founded in their studies and the surveys of 152 respondents that trust is an important concept for online shopping because it is very helpful to known the consumer's qualms and reduce the risks associated with buying from web-based vendors. Chan et al (2017) identifies that many people focused on the positive effect of WOM on their goods sale experience. Consumers believe that online WOM is powerful tool other than the advertisement and it is very effected on their decision-making process.…”

“…Artanti (2016) customer satisfaction has positive impact on word-of-mouth. Chan et al (2017) said that positive word-of-mouth is very powerful other than the negative word-of-mouth. According to Ishida et al (2016) Positive WOM perception has great influence to the intention.…”