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Advisor(s)
Abstract(s)
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.
Description
Keywords
Effective online booking Portuguese travelers Technology acceptance models User-generated content
Pedagogical Context
Citation
Bernardino, S., Freitas Santos, J., Cadima Ribeiro, J. & Freitas, A. (2020). Determinants of the Effective Use of UGC (User Generated Content) on Hotel Room Bookings by Portuguese Travellers. International Journal of Online Marketing, 10 (2), 30-43.