| Abstract [eng] |
Academic supervisor - doc. dr. Neringa Vilkaitė - Vaitonė Master thesis prepared - 2022, Vilnius Pages - 85 Images - 8 Tables - 30 References - 138 The characteristics of hotel services, such as heterogeneity, intangibility and inseparability between the service provider and the consumer, have given rise to the rise and development of eWOM, a process of exchanging positive or negative opinions or experiences about a product, brand or brand online. Various studies have been conducted to analyze the factors influencing eWOM impact on the context of hotel booking, but the results were conflicting due to the use of different models (variables and their relations). Based on this information, the main goal of this master 's thesis is to determine how rational and emotional eWOM messages about hotel attributes based on the timeliness factor influence the intention of leisure travelers to book a hotel. The work consists of three main parts: analysis of scientific literature, research methodology and results, conclusions and recommendations. The research model is based on the elements of Technology and Acceptance (TAM), Planned Behavior (VU) and Information Acceptance (IAM) models and the basic principles of these theories. A factor experimental design is applied, consisting of 2 different types of eWOM messages (rational versus emotional) x 2 eWOM messages of different periods (timely versus untimely). Two questionnaires were used (for groups A and B). In this survey participated 408 respondents. The results showed a direct interaction between 4 variables: eWOM demand, trust in eWOM message quality, trust in eWOM message credibility, attitude / attitudes towards eWOM, and intention to make a hotel booking. Trust in the eWOM message credibility has the greatest impact on the intention to make a hotel booking. In almost all cases except attitudes / attitudes towards eWOM, the link to the intention to make a hotel booking was found to be stronger for timely eWOM messages than for untimely ones. A stronger link was also observed for rational eWOM messages than for emotional ones. Men, as moderators, in all cases have a greater influence than women on the interaction between variables and the intention to make a hotel booking. |
