Intention to use online travel reviews in choosing an accommodation: Influencing factors
DOI:
https://doi.org/10.7784/rbtur.v8i3.805Keywords:
Online Travel Reviews, Technology Acceptance Model, Motivational Theory, Accommodation, Tourism.Abstract
More and more consumers are reading and sharing travel-related comments on the internet that are published by travelers rather than consulting information generated by tourism service providers. The present study aims to analyze the influencing factors on the intention to use online travel reviews (OTR) in choosing an accommodation. To support the research, this study uses the Technology Acceptance Model and Motivational Theory to understand what the influencing factors are related to OTR in the Brazilian context. The suggested methodology was exploratory-descriptive with a quantitative approach. Data collection was performed with 53 university students who have used the OTR in choosing an accommodation. The Structural Equation Modeling technique Partial Least Squares (PLS) was used in this study to test the eight hypotheses proposed in the model. To evaluate the five variables of the research model (ease of use, perceived usefulness, perceived enjoyment, attitude and intention), the PLS evaluated the measurement and structural model of the research. As a result, five hypotheses were confirmed, and three were rejected. It can be concluded by the confirmed hypotheses is that travelers who consider OTR useful, they have attitude and intention to use it in choosing an accommodation.Downloads
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under the Creative Commons Attribution 4.0 International Public License (CC BY 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).