THE EFFECT OF REVIEWER ORIGIN ON BOOKING INTENTIONS IN TOURISM INDUSTRY: THE MODERATING ROLE OF REVIEW VALENCE

This study investigates the effect of reviewers’ origin on the consumers’ intentions for booking a room in a hotel by taking into consideration the possible moderating effect of review valence. An experimental design is implemented and the manipulated experimental conditions are identified as the reviewers’ origin (Home Rev , Host Rev , Uni Rev ,) and the review content (negative, positive and mixed). Findings of the study confirm the statistically significant relationship between review content and booking intentions. Positive and mixed content lead to higher booking intentions, when compared to negative content. However, exposure to pure positive reviews generates lower levels of booking intentions than mixed reviews containing both positive and negative reviews. The results also indicate that reviews of local customers (Home Rev ) generate higher booking intentions compared to reviews generated by international (Host Rev ,) and unidentified customers (Uni Rev ,). The relative differential effect of local reviewers on booking intentions is moderated by different levels of review valence.

TURİZM SEKTÖRÜNDE YORUMCU MENŞEİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: YORUM İÇERİĞİNİN DÜZENLEYİCİ ROLÜ

Bu çalışma, yorum içeriğinin olası düzenleyici etkisini de göz önünde bulundurarak, yorum yapan müşterilerin menşeinin tüketicilerin otelde rezervasyon yapma eğilimi üzerindeki etkisini incelemektedir. Deneysel bir desenin uygulandığı bu çalışmada yorum yapan müşteri menşei (Home Rev , Host Rev , Uni Rev ,) ve yorumun içeriği (negative, pozitif ve karma) manipule edilen deneysel durumlardır. Araştırmanın bulguları, yorumun içeriği ile rezervasyon eğilimi arasındaki istatistiksel olarak anlamlı bir ilişki olduğunu doğrulamaktadır. Pozitif ve karma yapıdaki içerikler, negatifiçeriklere kıyasla daha yüksek seviyede rezervasyon yapma eğilimine yol açmaktadır. Bununla birlikte, salt pozitif yorumlara maruz kalmak, hem pozitif hem de negatif yorumlar içeren karma içeriklere kıyasla daha düşük seviyede rezervasyon yapma eğilimine sebep olmaktadır. Sonuçlar ayrıca, yerel müşterilerin (HomeRev) yorumlarının uluslararası (HostRev,) ve menşeei tanımlanmamış (UniRev,) müşteriler tarafından yapılan yorumlara kıyasla daha yüksek rezervasyon yapma eğilimi oluşturduğunu göstermektedir. Ancak, yerel yorumcuların rezervasyon yapma eğilimleri üzerindeki bu farklılaşan etkisi, yorum içeriğinin düzenleyici etkisi altında değişiklik göstermektedir.

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