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Interview study of online travel reviews and their impact on a person’s decision making process

Rosengren, Maria (2013)
Department of Service Management and Service Studies
Abstract
In the past people sought for information via libraries, travel magazines or were inspired
by marketing the travel agency made in order to attract consumers. Before the Internet
era one way communication was the right way to follow. Since Internet was developed
two ways communication has evolved and people can talk to each other worldwide. The
development of the two ways communication has created a travel website where people
can share and spread their opinions.
Today people search for the most satisficing travel choice which makes more than one
destination alternative selectable. The online reviews may extend or reduce an
alternatives lifetime in the decision process. The online reviews are important factors in
a person’s decision... (More)
In the past people sought for information via libraries, travel magazines or were inspired
by marketing the travel agency made in order to attract consumers. Before the Internet
era one way communication was the right way to follow. Since Internet was developed
two ways communication has evolved and people can talk to each other worldwide. The
development of the two ways communication has created a travel website where people
can share and spread their opinions.
Today people search for the most satisficing travel choice which makes more than one
destination alternative selectable. The online reviews may extend or reduce an
alternatives lifetime in the decision process. The online reviews are important factors in
a person’s decision therefore the aim with this thesis is to investigate and evaluate how
and if these online reviews affect a person’s decision-making process. The issue is
based on what people think about online reviews, why they use them, how strong
impact electronic word of mouth have against word of mouth, to the extent to which
online reviews are used in a potential customers decision making.
To obtain a result of the study, interviews with a focus group and a number of semistructured
interviews have been conducted. The result highlights the dominance online
reviews have on a person's choice. The participants in the paper believe that online
reviews are good to rely on to get broad information and that they affect one.
Participants, however, say that online reviews do not affect the final outcome but can
affect the details of the arranged trip. (Less)
Please use this url to cite or link to this publication:
author
Rosengren, Maria
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
consumer behaviour, decision-making process, electronic word-ofmouth, word of mouth, social media, tripadvisor.com, online travel reviews
language
English
id
3450690
date added to LUP
2013-02-02 00:00:00
date last changed
2018-10-18 10:25:31
@misc{3450690,
  abstract     = {In the past people sought for information via libraries, travel magazines or were inspired
by marketing the travel agency made in order to attract consumers. Before the Internet
era one way communication was the right way to follow. Since Internet was developed
two ways communication has evolved and people can talk to each other worldwide. The
development of the two ways communication has created a travel website where people
can share and spread their opinions.
Today people search for the most satisficing travel choice which makes more than one
destination alternative selectable. The online reviews may extend or reduce an
alternatives lifetime in the decision process. The online reviews are important factors in
a person’s decision therefore the aim with this thesis is to investigate and evaluate how
and if these online reviews affect a person’s decision-making process. The issue is
based on what people think about online reviews, why they use them, how strong
impact electronic word of mouth have against word of mouth, to the extent to which
online reviews are used in a potential customers decision making.
To obtain a result of the study, interviews with a focus group and a number of semistructured
interviews have been conducted. The result highlights the dominance online
reviews have on a person's choice. The participants in the paper believe that online
reviews are good to rely on to get broad information and that they affect one.
Participants, however, say that online reviews do not affect the final outcome but can
affect the details of the arranged trip.},
  author       = {Rosengren, Maria},
  keyword      = {consumer behaviour,decision-making process,electronic word-ofmouth,word of mouth,social media,tripadvisor.com,online travel reviews},
  language     = {eng},
  note         = {Student Paper},
  title        = {Interview study of online travel reviews and their impact on a person’s decision making process},
  year         = {2013},
}