Antecedentes da intenção de uso de comentários de viagem on-line na escolha de um meio de hospedagem
The Internet is present in each step of a trip planning. The constant technological advances has made major changes in the tourism industry. This is noticeable by the growing number of people who share their travel experiences on the Internet. This study has aimed to analyze the factors that infl...
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| Formato: | Dissertação |
| Idioma: | por |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/jspui/handle/123456789/19794 |
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| Resumo: | The Internet is present in each step of a trip planning. The constant technological advances
has made major changes in the tourism industry. This is noticeable by the growing number of
people who share their travel experiences on the Internet. This study has aimed to analyze the
factors that influence the use of the Online Travel Reviews (OTR) in choosing an
accommodation. It was done an investigation into the comments available on the internet
about information on touristic products and services, specifically about accommodations. The
research proposed to understand the influencing factors of OTR, in the Brazilian context,
through the Technology Acceptance Model, Motivational Theory, Similarity, and
Trustworthiness. The methodology used was a descriptive-exploratory study, with a
quantitative approach, and bibliographic research. The study used a Structural Equation
Modeling technique called Partial Least Squares (PLS), to test and evaluate the proposed
research model. Data collection was performed with 308 guests hosted in five hotels in Ponta
Negra (Natal/RN), who have used the OTRs in choosing an accommodation. The research
tested fifteen hypotheses, where nine were confirmed, and six were rejected. The results
showed that guests have attitude and intention to use the OTRs to choose an accommodation. |
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