Intention to use online travel reviews in choosing an accommodation: Influencing factors

Abstract

More and more consumers are reading and sharing travel-related comments on the internet that are published by travelers rather than consulting information generated by tourism service providers. The present study aims to analyze the influencing factors on the intention to use online travel reviews (OTR) in choosing an accommodation. To support the research, this study uses the Technology Acceptance Model and Motivational Theory to understand what the influencing factors are related to OTR in the Brazilian context. The suggested methodology was exploratory-descriptive with a quantitative approach. Data collection was performed with 53 university students who have used the OTR in choosing an accommodation. The Structural Equation Modeling technique Partial Least Squares (PLS) was used in this study to test the eight hypotheses proposed in the model. To evaluate the five variables of the research model (ease of use, perceived usefulness, perceived enjoyment, attitude and intention), the PLS evaluated the measurement and structural model of the research. As a result, five hypotheses were confirmed, and three were rejected. It can be concluded by the confirmed hypotheses is that travelers who consider OTR useful, they have attitude and intention to use it in choosing an accommodation.

Keywords

• Comentários de Viagem Online
• Modelo de Aceitação Tecnológica
• Teoria Motivacional
• Meio de Hospedagem
• Turismo.