Understanding the Impact of Negative and Positive Traveler Reviews
| Autor: | Yang-Su Chen, Sarah Tanford, Laura A. Book |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Las vegas
Public economics media_common.quotation_subject 05 social sciences Geography Planning and Development Anchoring Transportation Willingness to pay Tourism Leisure and Hospitality Management Perception 0502 economics and business Value (economics) Economics 050211 marketing Quality (business) Social media Social psychology 050212 sport leisure & tourism media_common Social influence |
| Zdroj: | Journal of Travel Research. 55:993-1007 |
| ISSN: | 1552-6763 0047-2875 |
| Popis: | This research utilizes theories of social influence and price anchoring to provide insights into the psychological processes underlying travel purchases in the presence of online reviews. Two experiments were conducted in which subjects chose between two resorts for a Las Vegas vacation in a 2 × 3 experimental design that manipulated social influence (unanimous, non-unanimous reviews) and price (10%, 30%, and 50% higher or lower). Social influence was in the form of negative (experiment 1) or positive (experiment 2) traveler reviews. Perceptions of quality and value as well as discount to purchase/willingness to pay were measured. Results indicate that no amount of price reduction was sufficient to offset the impact of unanimously negative reviews, although an extreme price reduction influenced decisions when negative reviews were not unanimous. Price anchoring occurred for positive reviews, such that a higher reference price increased willingness to pay. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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