F. Bronner

Vacationers and eWOM: Who Posts, and Why, Where, and What?

Vacationers not only read and use information from the Internet during their choice process, but also post information on the Internet. This posted information is described as eWOM (electronic word of mouth). The central questions are, which type of vacationers do post, with which motivations do they post reviews, on which type of site, and what are the message characteristics? These questions are approached in a way that differs from the usual site-centered approach. It is topic-centered and independent of a specific review site, and it focuses on motivations for all vacation sites. The conclusion is that why a vacationer makes a contribution influences the choice of a site to which he or she contributes and what he or she contributes. The main discriminating motivational factor is the one that sets vacationers with a primarily self-directed motivation apart from those with a more other-directed help motivation. Implications for tourism research and vacation marketing are discussed.

‘Highly recommended!’ The content characteristics and perceived usefulness of online consumer reviews

The aim of the present study was to gain a better understanding of the content characteristics that make online consumer reviews a useful source of consumer information. To this end, we content analyzed reviews of experience and search products posted on Amazon.com (N = 400). The insights derived from this content analysis were linked with the proportion of ‘useful’ votes that reviews received from fellow consumers. The results show that content characteristics are paramount to understanding the perceived usefulness of reviews. Specifically, argumentation (density and diversity) served as a significant predictor of perceived usefulness, as did review valence although this latter effect was contingent on the type of product (search or experience) being evaluated in reviews. The presence of expertise claims appeared to be weakly related to the perceived usefulness of reviews. The broader theoretical, methodological and practical implications of these findings are discussed.

Non-Expert Use of a Computerized Decision Aid1

Abstract This paper describes the results of an experiment in which a wide variety of subjects (according to age, education, sex, political preference) made a choice from a set of cars and political parties by means of an automated decision aiding technique for personal decision making. It is shown that computer-based aids can, in principle, be handled reasonably well by people without a specialist training in decision analyis. Nonetheless, some groups of people handled the program better than others and some stages in the program were found to need considerable improvements. Subjects had well-defined opinions on applicability of the program, preferring this kind of aids for problems at the intermediate level (not too trivial, not too emotional), such as choosing a job, an education or consumer durables. In measuring the helpfulness of the aid, we were able to show that for political party choice there is a logical hierarchical structure in the concept: structuring, raising awareness, decision justification. The paper concludes with thoughts about future developments of this kind of program (e. g., concludes with external information systems and construction of new, more ‘user-friendly’ versions).

Social media and consumer choice

Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision. The research focuses upon the relation between the information people search regarding aspects or properties of choice options and the types of social media used for finding it. The social media classification framework used is based on two dimensions: first, domain-specific social media versus domain-independent social media; second, large opportunities for self-disclosure versus limited or no opportunities for self-disclosure. Based on this framework, predictions are made about the relation between social media used and information sought. It was found that domain-specific social media with limited opportunities for self-disclosure, like Tripadvisor, are more frequently used for search-determined sub-decisions than for experience-determined sub-decisions. For domain-independent social media with large opportunities for self-disclosure, like Twitter and Facebook, it was found that they are used with equal frequency for both types of sub-decision. These findings are relevant for multichannel management in marketing. As regards the valence of the information obtained from different social media, we found a preponderant use of positive/mixed messages and comments, and almost no use of negative information. A practical implication of this finding is that ‘webcare’ should be focused less on complaints and more on leveraging positive aspects that are reported in social media for choices that have comparable characteristics, such as vacations. If a relatively large number of aspects play a role in a product choice process, tracking and use of positive information should be emphasised, while negative experiences should be more important for products characterised by a very limited number of relevant product choice aspects.

Crisis Resistance of Tourist Demand The Importance of Quality of Life

This article addresses tourist demand during the persisting economic downturn between 2008 and 2013, within the context of expenditures on other consumer goods, taking into account different types of vacations and focusing on the “why” of the development of this demand over time. The research approach is a micro-analysis of data that are partly longitudinal and partly cross-sectional. The findings show that holidays, in particular the main summer holiday, can be positioned closer to being a necessary good than to being a luxury good, at least during an economic downturn. Many vacationers are prepared to sacrifice expenditures on a variety of products just so as to keep on going on holiday. The major explanation is the high essentiality of vacations for a better quality of life. The influence of income and personal economic situation on tourist demand at the micro-level during an economic downturn is relatively minor or nonexistent.

Economizing behaviour during travel: Strategies and information sources used

In 2009, the consumer was hit hard by the consequences of the global economic and financial crisis. The crisis affected consumer spending in general and tourism in particular. In 2009, data was collected in the Netherlands about how people economize during travel, which can help to find out what kind of economizing behaviour travellers might adopt when they are confronted with less money to spend on their holidays. It was found that they mainly economize in terms of shorter vacations and changing destinations. Economizing options used differed between low and high income categories and between families with and without children. Evidence was found of a ‘cheese slicing’ strategy: economizing on a set of holiday attributes instead of on only one. Some implications for the tourism industry are suggested.

A new perspective on tourist information search: discussion in couples as the context

Purpose – Information‐search for vacation decision‐making can occur in two different contexts: an individual one, in which one forms ones preferences, and a social one in response to discussions with partners and family members. This paper focuses on the latter.Design/methodology/approach – By means of a longitudinal study the research investigates the main topics of discussion in couples, and the information sources couples use in their discussion. Furthermore, the research investigates whether the information sources used depend on the nature of the sub‐decision – search‐determined or experience‐determined – the couples discuss.Findings – The research finds that there is considerable discussion between partners and that the amount of discussion varies in relation to the type of sub‐decision. During these discussions, the use of different information sources is widespread. More generally, the study confirms the overall importance of the social context: information sources used in the social context are ...

Economizing on vacations: the role of information searching

Purpose – The consumer is currently feeling the consequences of the global economic crisis, leading to decreased spending by tourists. An important economizing strategy appears to be that vacationers do not give up their holiday but are likely to travel closer to home, a phenomenon called “staycation”, but this is just one of a variety of options vacationers can use. If they make economies within a holiday, where do they get their ideas about economizing from? The purpose of this paper is to study information searching from the perspective of economizing on vacations.Design/methodology/approach – The work reported on is a survey of Dutch vacationers who stated that they economized on their 2009 holiday.Findings – The research shows that different sources have strong and weak points in relation to the different subdecisions that constitute a vacation. Information sources are used in concert for subdecisions; the strongest joint use involves marketer‐generated sites and e‐WOM, and brochures and travel guide...

Perceived expertise vs. perceived trustworthiness: the suppressed effect of source type on review attitude

Mediated communication is moving away from the traditional concept of oneway mass communication in which a centrally located sender addresses a mass audience. In today’s interactive media landscape, people formerly known as ‘the audience’ (Rosen, 2006, June 27) are increasingly dictating the creation and dissemination of information. The opportunity for people to actively engage in the public-information process provides consumers with a rich and varied set of consumer opinions, often posted in the form of online product reviews. Online product reviews are seen as a persuasive source of information in the consumerdecision making process, shaping not only consumers’ attitudes but also their purchase behaviors (Bickart and Schindler, 2001; Chevelier and Mayzlin, 2006; Park and Kim, 2008; Senecal and Nantel, 2004).

Tourist Demand Reactions Symmetric or Asymmetric across the Business Cycle

Economizing and spending priorities on different types of vacations are investigated during two periods: an economic downturn and returning prosperity. Two nation-wide samples of vacationers are used: one during a downturn, the other one at the start of the recovery period. Through comparing the results, conclusions can be drawn about symmetric or asymmetric tourist demand across the business cycle. The main summer holiday has an asymmetric profile: being fairly crisis-resistant during a recession and showing considerable growth during an expansion. This does not apply to short vacations and day trips, each having a symmetric profile: during a recession they experience substantial reductions and during expansion comparable growth. So when talking about tourist demand in general, one cannot say that it is symmetric or asymmetric across the business cycle: it depends on the type of vacation. Differences in tourist demand are best explained by the role of Quality-of-Life for vacationers.