What is it about?
Considering the strong influence of social media on internet users, it is important to understand its role for hotel businesses, particularly the online aspect of lodging operations. The main purpose of the current research is to examine the effectiveness of embedded social media channels on hotel websites and their influence on traveler behavior. Applying the uses and gratifications (U&G) approach, we examined relationships among traveler gratifications, satisfaction, and purchase intentions by comparing user experience with hotel websites that used embedded social media channels to those without embedded social media channels.
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Why is it important?
Although several social media studies have been done, very few studies have focused on travelers’ needs and the specific gratifications they seek when using embedded social media channels on hotel websites, and how those channels would influence their purchasing behavior.
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This page is a summary of: The Influence of Embedded Social Media Channels on Travelers’ Gratifications, Satisfaction, and Purchase Intentions, Cornell Hospitality Quarterly, December 2015, SAGE Publications,
DOI: 10.1177/1938965515615685.
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