eWOM & Referrals in Social Network Services

If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of this trend is the exponential growth of social network users. The main objective of this work is to explore the mechanisms that promote the transmission and reception (WOM and referrals) of online opinions, in the context of the SNS, by buyers of travel services. The research includes some research lines: technology acceptance model (TAM), Social Identification Theory and Word-of-Mouth communication in virtual environment (eWOM). Based on these theories an explicative model has been proposed applying SEM analysis to a sample of SNS users’ of tourist service buyers. The results support the majority of the hypotheses and some relevant practical and theoretical implications have been pointed out for tourist managers

Italy's image as a tourism destination in the Chinese leisure travel market.

This study aims to measure the image of Italy as a tourism destination on the Chinese leisure traveller market. To this end, Echtner & Ritchie’s model (1991) is applied; however, compared to its original formulation, it is implemented with greater consideration of the experiential dimension and potential travel constraints affecting the perception of the range of tourism goods and services on offer. This enables not just a denotative, but also and above all a connotative measurement of the image, thereby reducing the risk of ambiguity in the interpretation of the most significant attributes that emerged during the analysis. Adopting a hypothetical segmentation of the market in question, it was also possible to the elements that act as encouraging and discouraging factors regarding a holiday in Italy are highlight, identifying tailor-made approaches to the construction and promotion/commercialisation of tourism products designed to be attractive to the specific segment of interest

Mapping the travel blog : a study of the online travel narrative

This thesis examines the discursive tension between travel and tourism and analyses how narrative techniques negotiate this in travel blogs. This discursive analysis uses various theories of narrative and self-presentation, particularly Bakhtin’s heteroglossia, polyphony, and speech genres, Goffman’s theories of self-presentation, and Graham Dann’s framework for tourist discourse. It finds that the underlying discursive tensions in travel blogs indicate a need for a more flexible approach to defining and analysing this form of communication

The social affordances of flashpacking: exploring the mobility nexus of travel and communication

The proliferation of digital devices and online social media and networking technologies has altered the backpacking landscape in recent years. Thanks to the ready availability of online communication, travelers are now able to stay in continuous touch with friends, family and other travelers while on the move. This article introduces the practice of ‘flashpacking’ to describe this emerging trend and interrogates the patterns of connection and disconnection that become possible as corporeal travel and social technologies converge. Drawing on the concepts of ‘assemblages’ and ‘affordances’, we outline several aspects of this new sociality: virtual mooring, following, collaborating, and (dis)connecting. The conclusion situates this discussion alongside broader questions about the shifting nature of social life in an increasingly mobile and mediated world and suggests directions for future research at the intersection of tourism and technology

Assessing the Impact of Destination Image in the Selection of a Destination: Mediating role of e-WOM

The purpose of this study is to investigate the association between destination image, e-WOM, and destination selection. In addition, this study intends to examine the role of e-WOM as a mediator in the relationship between destination image and destination choice. On the basis of earlier research, a pilot study was conducted to establish the instrument's validity and reliability.A descriptive research design and a positivist approach were applied to the present investigation. A sample of 380 valid questionnaires was analyzed for the present study. To obtain data from travellers who visited Kashmir Valley, the convenience sample technique was used. SPSS.20 and AMOS software were utilised for data analysis. Using AMOS software and the Structured Equation Modelling (SEM) methodology, the stated assumptions were tested. The analysis indicated that the image of a destination has a significant impact on tourist destination selection. In addition, the results demonstrated that e-WOM mediates the relationship between destination image and destination choice

The effect of User-Generated Content to promote tourism destinations : the importance of perceived authenticity and trust

Nowadays, choosing the right travel destination is not easy. Destinations are numerous, as well as the information available, thanks to Internet and the User-Generated Content shared. Moreover, as a shift towards experiential tourism is taking place, accommodation alone is no longer enough to create an experience. A search for authenticity grows, together with the need to trust that what is advertised is actually real. This thesis aims to examine if destinations can increase their competitive advantage if the destination is advertised with UGC and if the effect on travel and sharing intention would be grater due to the perceived authenticity and trust of the content presented. The hypotheses were tested through an online experimental study using a promotional video created by the firms’ professional or by travellers. The data have been collected through MTurk measuring perceptions of authenticity, trust and travelling and WOM intentions. A significant higher preference for travelling and recommend were showed when the promotional ad was UGC and a mediation effect was found both for trust and authenticity. Four types of travellers were identified, and the perceived authenticity was found to be higher for the Drifter just compared to the Individual Mass Tourist. Our findings can assist travel companies and tourism bodies to promote their destinations by using UGC in their marketing strategy. Such strategies are perceived as more authentic and overcome consumers mistrust in firm generated marketing communications consequently increasing the intention to visit and to recommend. Limitations and future research are also discussed.Hoje em dia, escolher o destino de viagem certo não é fácil. Os destinos são numerosos, assim como a informação disponível, graças à Internet e ao Conteúdo Gerado pelo Utilizador. Além disso, como está a ocorrer uma mudança para o turismo experimental, o alojamento por si só já não é suficiente para criar uma experiência. A procura da autenticidade cresce, juntamente com a necessidade de confiar que o que é anunciado é real. Esta tese visa examinar se os destinos podem aumentar a sua vantagem competitiva se anunciado com a UGC e se o efeito sobre as viagens e a intenção de partilha seria maior, devido à perceção da autenticidade e confiança no conteúdo apresentado. As hipóteses foram testadas através de um estudo experimental em linha utilizando um vídeo promocional criado pelo profissional da empresa ou por viajantes. Os dados foram recolhidos através do MTurk. Foi demonstrada uma preferência significativamente maior por viajar e recomendar quando o anúncio promocional era UGC e foi encontrado um efeito de mediação tanto para a confiança como para a autenticidade. Foram identificados quatro tipos de viajantes, e a percepção da autenticidade foi mais elevada para The Drifter apenas em comparação com Individual Mass Tourist. As nossas conclusões podem ajudar as empresas de viagens e os organismos turísticos a promover os seus destinos, utilizando a UGC na sua estratégia de marketing. As limitações e a investigação futura são também discutidas

The social affordances of flashpacking: exploring the mobility nexus of travel and communication

The proliferation of digital devices and online social media and networking technologies has altered the backpacking landscape in recent years. Thanks to the ready availability of online communication, travelers are now able to stay in continuous touch with friends, family and other travelers while on the move. This article introduces the practice of ‘flashpacking’ to describe this emerging trend and interrogates the patterns of connection and disconnection that become possible as corporeal travel and social technologies converge. Drawing on the concepts of ‘assemblages’ and ‘affordances’, we outline several aspects of this new sociality: virtual mooring, following, collaborating, and (dis)connecting. The conclusion situates this discussion alongside broader questions about the shifting nature of social life in an increasingly mobile and mediated world and suggests directions for future research at the intersection of tourism and technology

Understanding the statusphere and blogosphere: an analysis of virtual backpacker spaces

The continued commoditization of attention suggests that researchers shift their questions to focus on how information is consumed, shared, created, and applied. In this context, a greater understanding of the virtual infrastructure could provide some insights into the mediation of the tourist experience by social media, the uses and meanings associated with certain types of social media, could have great implications for tourism marketing and management. The main objective of this paper was to understand the spatial structure of the virtual space of backpacking through the mobile-virtual ethnographic examination of four types of social media (Facebook, blogs, YouTube, and Twitter) by eight tech-savvy backpackers. The findings are discussed within the context of two main virtual spaces: the Statusphere and the Blogospere