Exploring Electronic Word-of-Mouth (eWOM) in The Consumer Purchase Decision-Making Process: The Case of Online Holidays – Evidence from United Kingdom (UK) Consumers

This study explores the role of electronic word-of-mouth (eWOM) in the consumer decision-making process when purchasing a holiday. Using an ethnographic approach, it explores the role of eWOM on consumers’ attitudes toward online reviews (eReviews) and their subsequent behavior. Across the consumer decision-making processes – information search, evaluation, and purchase – the study develops a conceptual framework with three eWOM dimensions: (1) motivation, (2) source, and (3) content. Findings explore the variations of eWOM’s influence across the decision-making stages with implications for theory and practice. The study further highlights implications for segmentation practices in the tourism industry.     

Impact of dark patterns on consumers’ perceived fairness and attitude: Moderating effects of types of dark patterns,social proof,and moral identity

Despite the likely prevalence of deceptive dark patterns tactics in the tourism industry, specifically in online travel agencies (OTA), there is a dearth of dark patterns research in tourism literature. This study offers comprehensive knowledge regarding dark patterns tactics and how they influence consumers’ perceived fairness and their attitude toward OTAs. Two separate scenario-based experimental studies were conducted to test the moderating effects of social proof and types of dark patterns tactics as well as moral identity. Drawing on social influence and social proof theories, the authors demonstrate the moderating effect of social proof on the relationship between dark patterns practices and perceived fairness and attitude toward OTAs. Under the low stock message condition, the influence of deception on fairness and attitude perception was greater under negative social proof in comparison to a positive one. The results demonstrate that deception interacts with moral identity to influence fairness and attitude, confirming the moderating role of moral identity.     

Sustainability communication: The effect of message construals on consumers’ attitudes towards green restaurants

As consumer preferences for environmentally conscious products have intensified in recent years, scholars have begun to more deeply explore the complex relationship between green practices and consumer behavior in the hospitality industry. Recently, this stream of research has been extended to the restaurant industry where consumers have become increasingly concerned about corporate social responsibility in general, and sustainable operations in particular. However, while there is general agreement about the importance of promoting a company’s sustainability message from a consumer marketing standpoint, an essential underlying question remains unanswered: What is it about sustainability messaging that leads to positive consumer attitudes? The purpose of this research is to explore this question via the complementary theoretical perspectives of construal level theory and information processing theory. Data collected from a sample of restaurant consumers in the United States suggest that consumers process information differently according to variations in the construals of a company’s sustainability message. The results indicate that messages congruent with the consumer’s perception of sustainability result in a more positive attitude toward the company.     

Customers’ Assessment of Destination Advertisements with Incomplete Information Interactions among Inferences,Attitudes, and Purchase Intentions

Potential visitors are often required to make judgments about destinations on the basis of limited or incomplete information. Since decision-making rules may change when information is missing, it is instrumental to understand how potential visitors respond to incomplete information. The present research explores how marketing communication containing incomplete information (in)directly affects consumers’ inferences, attitudes, and purchase intentions. The results have shown that when information is limited, consumers are unlikely to develop strong attitudes that will guide their purchase intentions. However, when exposed to the incomplete information, the involved consumers are likely to infer service quality by complementing the incompleteness with their own input, and hence they are likely to develop favorable intent toward the destination. Implications for destination advertising are discussed.     

The Impact of Restaurant Service Experience Valence and Purchase Involvement on Consumer Motivation and Intention to Engage in eWOM

This study examines how different service experiences lead to different motives and intention to spread eWOM (electronic word-of-mouth), focusing on the antecedent roles of restaurant service experience valence and purchase involvement. The findings reveal that consumers are motivated to spread eWOM for self-, other-, and company-focused reasons, and that experience valence and purchase involvement significantly impact such motives. Our findings suggest that highly involved customers have more intentions to provide eWOM following negative experiences and that customers receiving negative experience hope to influence companies through eWOM. This article adds to the body of scholarly research related to eWOM by identifying purchase involvement and service experience as significant antecedents of motivation to provide online reviews.     

When less is more: Sustainability messaging,destination type,and processing fluency

The purpose of this research is to explore consumer responses to hotel sustainability messages based on the congruence of preexisting cognitive schemas with newly presented information. Based on information processing theory, this research proposes that variations in the processing fluency of a sustainability message will interact with the cognitive perception of the hotel’s destination (NBT versus urban) to affect the perception of the message and the attitude toward the hotel. Results suggest that under conditions of low fluency, consumers are less skeptical of messages presented by hotels in NBT destinations than of similar messages presented by hotels in urban tourism destinations. Low fluency messages also generate more positive attitudes toward NBT destinations than toward urban destinations. These results suggest that the most effective sustainability messages depend not only on the presentation of the message, but also on the type of the destination.     

The effect of brand popularity statements on consumers’ purchase intentions: The role of instrumental attitudes toward the act

Marketers increasingly use brand popularity statements in attempts to influence consumers’ purchase decisions. Through the use of two experiments this research finds that a brand's popularity statement exerts a greater positive influence on the purchase intentions of consumers who possess less favorable instrumental attitudes toward the associated act (i.e. useless/foolish/harmful) than on purchase intentions of those consumers who have more favorable instrumental attitudes toward the act (i.e. useful/wise/beneficial). Further, this research also finds that a popularity statement for a brand of which society generally has a less favorable instrumental attitude toward the associated act (e.g. fast food consumption) has a larger positive influence on consumers’ purchase intent than does a popularity statement for a brand of which society generally has a more favorable instrumental attitude toward the associated act (e.g. dining at a casual theme restaurant). These findings suggest that brand popularity statements should be targeted at those consumers who might possess less favorable attitude toward the associated act or can be most effective in sectors in which consumer sentiment is generally low (e.g. the fast food sector).     

The effect of CSR on corporate image,customer citizenship behaviors,and customers’ long-term relationship orientation

With the expansion of corporate social impact, corporate social responsibility (CSR) activities have been regarded as a critical factor for corporate management. There is a need to understand customers’ perception of CSR activities for future corporate profitability. Thus, this study investigates the effect of multidimensional CSR activities on customers’ corporate image, customer citizenship behavior (CCB), and long-term relationship orientation (LRO). The results indicate that CSR (economic, ethical, legal, and philanthropic) had a positive effect on corporate image and on CCB (making recommendation, helping other consumers, and providing feedback). It also appears that CCB had a positive effect on LRO with firms. This study provides empirical implications for companies by verifying the effect of CSR activities as a focal factor in building long-term relationships as an organizational goal in the foodservice industry.     

Consumer perceptions of the Michelin Guide and attitudes toward Michelin-starred restaurants

The Michelin Guide (MG) review is considered the most authoritative indicator in the global gastronomy industry. However, academic studies on restaurant reviews are mostly qualitative and interview based. This quantitative study attempted to fill the research gap in understanding consumers’ attitudes toward the MG and Michelin-starred restaurants (MSRs). We used the source credibility model as a theoretical foundation. The results showed that consumers’ perceptions of MG had a positive impact on their attitudes toward MG and a negative impact on their perceived risk of MSRs. Perceived risk did not significantly affect their attitudes toward MSRs. Furthermore, their attitudes toward MSRs had a stronger impact on purchase intentions than did their attitudes toward MG. This study has significant implications for the restaurant industry and seeks to inspire further academic research on restaurant reviews.     

Examining traditional restaurant diners’ intention: An application of the VBN theory

Prior research has demonstrated the significance of traditional food in the marketplace. However, there is a lack of studies that elucidate the consumer behavior of traditional restaurant patrons, particularly local residents. By utilizing the value-belief-norm (VBN) theory, the current study develops a consumer behavior model to enhance our understanding of the effect of consumers’ attitudes toward traditional restaurants. To this end, the study examines the structural relationships among traditional values, beliefs, social norms, personal norms, and purchase intention. The results show that individuals’ value of cherishing traditional culture has a significant effect on their purchase intention through beliefs and norms. In addition, we find that age and gender serve as partial moderators. The results of this study provide traditional restaurateurs with insights for developing effective marketing strategies to attract and retain local customers.     

Tourists’ willingness to pay for an accommodation: The effect of eWOM and internal reference price

Understanding the determinants of consumers’ willingness to pay (WTP) is an important challenge especially for practitioners. This study evaluates the effect of external information (eWOM valence and volume) and internal information (internal reference price) on consumers’ WTP for an accommodation. The results of an online experiment (n = 766) show a direct effect of valence on WTP which is strengthened by both volume and the internal reference price. Consumers with high reference prices are more sensitive to the effect of an increase in valence. Moreover, internal reference price has a non-linear influence on WTP. The findings suggest the relevant role of eWOM as well as internal reference price in determining consumers’ WTP. The inclusion of these two variables in dynamic pricing strategies could lead to greater benefits for hospitality managers.     

The Relationships Between Casino Quality,Image, Value,and Loyalty

This research builds on the idea that casino customers’ subjective, global judgments of service quality are shaped by experience of its specific attributes, and examines how casino customers form their evaluative attitudes toward the casino experience in the Macau context. Using the data collected from 525 Macau casino customers, we first identify four casino quality dimensions; namely, supporting facilities, staff service, diversity, and equitableness. We then test and validate a proposed model for the structural relationships between casino image (as a consequence of the four quality dimensions), value, and loyalty. In particular, value is shown to be a mediator of the relationship between image and loyalty from the perspective of casino customers. The results of our study can show Macau casino operators what constitutes customers’ casino experiences and aid them in enhancing their image, perceived value, and customer loyalty toward casinos.     

The role of information sources and image on the intention to visit a medical tourism destination: a cross-cultural analysis

This paper intends to analyze: 1) how information sources, eWOM, and image influence the intention to visit a medical tourism destination;2) the moderating role of culture and 3) cross-cultural differences based on Hofstede’s individualism and uncertainty avoidance. A total of 534 responses were collected using a panel of internet users from six different countries and data were analyzed using structural equation modeling and a series of t-tests. The results show that information sources influence cognitive impressions and in conjunction with overall image and medical cognitive image influence the intention to visit a medical tourism destination. Furthermore, individualism and uncertainty avoidance have a moderating effect among these variables and cross-cultural differences exist in the degree of importance given to information sources, eWOM, image perceptions, and intention.     

The effect of dynamic integrated resort experience on Croatian customer behavior

This paper aims to gain knowledge on customers’ experience toward integrated resorts in Croatia. Customer perception toward integrated resorts was collected via face‐to‐face survey. The multidimensional experiential values and behaviors of 354 customers were studied. The data were analyzed using structural equation modeling. Croatian customers are engaged with the integrated resort experience. This engagement influences their satisfaction and behavioral intention. Specifically, customers with high playfulness and service expectations tend to engage positive behavioral intention toward the integrated resort brand. This paper offers the first insight into the relationship between experiential value and behavioral intention in the integrated resort setting.     

Applying the means-end chain theory and the laddering technique to the study of host attitudes to tourism

Scholars investigating local residents’ attitudes toward tourism have often used different types of measurement procedures based on positivistic paradigms, while very few researchers have based their studies on purely qualitative approaches. This paper introduces and discusses a qualitative method known as the means-end theory and its associated laddering technique, which can be used to investigate host attitudes to tourism. The laddering technique, based on the means-end approach is recommended to understand values, which influence attitudes, since from a social psychology discourse, values are considered as antecedents of attitudes and opinions. It is argued that through an understanding of the personal values of the respondents, it is possible to have a different perspective on their attitudes and opinions toward tourism. The authors are not claiming that such an approach is superior to other measurement procedures and research paradigms, but argue that the means-end theory and the laddering technique have considerable potential to shed light on issues surrounding this research area. Despite the limitations associated with such methods, it is argued that laddering based on means-end theory deserves further investigation and empirical testing by scholars investigating local residents’ attitudes to development.     

Green attributes of restaurants: What really matters to consumers?

This study examined which of a restaurant's green attributes consumers deem most important and how consumers’ attitudes toward various green attributes affect their behavioral intentions. Demographic effects on consumers’ preferences for green attributes and behavioral intentions were also assessed. A quantitative analysis of 382 usable questionnaires revealed that although consumers generally perceived environment-focused attributes to be most important, those who valued food- and administration-focused attributes were more likely to pay more, wait longer, and/or travel farther to dine at a green restaurant. Women tended to rate higher than men in all three categories of green attributes. Consumers in a family with at least one child valued food-focused attributes more than those living in a household without children. Younger consumers were more willing to pay more, wait longer, and/or travel farther to dine at a green restaurant. Theoretical and practical contributions are discussed.     

Analyzing changes in hotel customers’ expectations by trip mode

With the emergence of Web 2.0, electronic word-of-mouth (eWOM) shared through social networking sites has become the primary information source for many travelers. An enormous quantity of reviews has been posted by customers, and has become a valuable means by which hoteliers can better understand customer satisfaction and expectations. Efforts have been made to analyze these parameters in terms of customers’ backgrounds. Although customer expectations vary according to background, whether or not this is still the case across different trip modes remains unknown. In this study, an eWOM dataset was obtained from an online source and sentiment mining used to improve its quality by imputing missing values. A complete analysis of customer profiles and their contrast by trip mode was then conducted using association rule mining. The empirical results demonstrate differences in both customer expectation and satisfaction when the same traveler engages in different trip modes.     

Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses

ABSTRACT

Greenhushing selectively communicates fewer pro-sustainability actions by businesses than are practiced; based on a perception of customers’ rights to consumerism. We first studied the gap between the communication of sustainability practices in the audits and websites of 31 small rural tourism businesses in the Peak District National Park (UK). The analysis showed that businesses only communicate 30% of all the sustainability actions practiced. Their websites emphasised customer benefits, using explicit, affective, experiential and active language that legitimises the customers’ hedonistic use of the landscape, while downplaying complex issues and normalising sustainability to reduce customer guilt. Just one website mentioned climate change. We found that greenhushing results from a low moral intensity, masking potentially negative consequences of perceived lower competence, whilst protecting business from more cynical consumers who may interpret their statements as hypocritical. Subsequent textual analysis and interviews were used to understand how communication constitutes these organisations. We propose that greenhushing reshapes and constitutes tourism businesses through their communications. Moreover, greenhushing is a form of public moralisation that adopts communication practices similar to greenwashing, reflecting the social norms expected from a business; however, in this case, located in a moral muteness, rather than moral hypocrisy, that businesses accept but resent.     

Understanding responses to posted restaurant food safety scores: An information processing and regulatory focus perspective

Ensuring the safety of food served in restaurants continues to be an essential issue in the hospitality industry. An important part of the efforts to stem the outbreak of foodborne illnesses are the mandatory inspections of any entity that serves food to the public. Unfortunately, while posting food safety scores is intended to help consumers make better dining choices, interpreting these scores can often be difficult and confusing. The purpose of this study is to use information processing theory as a framework to investigate how consumers evaluate food safety inspection scores. To achieve this goal, this research provides an account of the effect of food safety concern on consumers’ attitudes toward restaurants under conditions of both positive and negative health inspection results. The results identify a moderating effect of health score in the formation of consumers’ attitudes toward restaurants. The downstream effects on expected satisfaction and behaviors are also established.