The influence of eWOM on intentions for booking luxury hotels by Generation Y

Harold Lee, Jihye Min, Jessica Yuan

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

Electronic word-of-mouth on social networking sites is one of the most effective marketing resources in the lodging industry. Furthermore, Generation Y is becoming an important customer base for the luxury hotel industry and relies heavily on eWOM on social networking sties. By adopting and using four selected constructs (perceived usefulness, enjoyment, subjective norm, and perceived behavioral control) from the extended Technology Acceptance Model and the Theory of Planned Behavior, this study reveals how eWOM on social networking sites influences Generation Y’s purchase intentions when booking luxury hotels. The current study suggests that the usage of eWOM on social networking sites not only helps potential Generation Y customers select suitable luxury hotels but also allows luxury hoteliers to better cater to this growing market segment.

Original languageEnglish
JournalJournal of Vacation Marketing
DOIs
StateAccepted/In press - 2021

Keywords

  • Consumer behavior
  • Generation Y
  • electronic word-of-mouth (eWOM)
  • luxury hotel marketing
  • social networking sites marketing

Fingerprint

Dive into the research topics of 'The influence of eWOM on intentions for booking luxury hotels by Generation Y'. Together they form a unique fingerprint.

Cite this