TY - JOUR
T1 - The influence of eWOM on intentions for booking luxury hotels by Generation Y
AU - Lee, Harold
AU - Min, Jihye
AU - Yuan, Jessica
N1 - Publisher Copyright:
© The Author(s) 2021.
PY - 2021/7
Y1 - 2021/7
N2 - 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.
AB - 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.
KW - Consumer behavior
KW - Generation Y
KW - electronic word-of-mouth (eWOM)
KW - luxury hotel marketing
KW - social networking sites marketing
UR - http://www.scopus.com/inward/record.url?scp=85100173349&partnerID=8YFLogxK
U2 - 10.1177/1356766720987872
DO - 10.1177/1356766720987872
M3 - Article
AN - SCOPUS:85100173349
SN - 1356-7667
VL - 27
SP - 237
EP - 251
JO - Journal of Vacation Marketing
JF - Journal of Vacation Marketing
IS - 3
ER -