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Journal article 5 Citations

Determinants of the Effective Use of UGC (User-Generated Content) on Hotel Room Bookings by Portuguese Travellers

Susana Bernardino , J. Freitas Santos , José Cadima Ribeiro , André Freitas , Bernardino, Susana , Freitas Santos, J. , Cadima Ribeiro, J. , Freitas, A.
ISLA — Instituto Politécnico de Gestão e Tecnologia
International Journal of Online Marketing, Volume 10, Issue 2, 01 04 2020, pp. 30–43
DOI: 10.4018/IJOM.2020040103

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Abstract
The presence of user generated content (UGC) on online platforms of hotel room booking operators is changing the way consumers book a hotel room. After a critical evaluation of the technology acceptance models (TAM), the authors discuss the variables that will be employed to predict the effective use of online hotel room bookings by Portuguese travellers. The empirical investigation consists of a linear regression model that was built in order to analyse the data obtained from an online survey of 624 customers of the website Booking.com. The results showed that attitude towards UGC and the perceived ease to use of UGC are important determinants on the buyer's decision-making process of booking a hotel room. This result shows the relevance of UGC (ratings and reviews) for online booking operators, as UGC could influence the booking of a particular hotel room. Further, the result also brings important implications for hotel managers that pay less attention to the feedback of the customers.

Keywords

#Effective online booking #Portuguese travelers #Technology acceptance models #User-generated content

Bibliographic Details

Publication Type Journal article
Publication Year 2020
Journal / Conference / Work International Journal of Online Marketing
ISSN 2156-1745
Volume / Issue Vol. 10 (2)
Pagination pp. 30–43
Publication Status Published

ISLA Authors & Affiliations

A
Ana Luísa Moreira Soares Martinho
anamartinho@iscap.ipp.pt ID: 8C12-5749-7C00
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J
José de Freitas Santos
430jfsantos@gmail.com ID: 391D-E3FB-7B08
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S
Susana Jacinta Queirós Bernardino
susanajbernardino@gmail.com ID: A21F-D545-8D9E
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