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| Tekijä: | Papathanassis, A. Knolle, F. |
| Otsikko: | Exploring the adoption and processing of online holiday reviews: a grounded theory approach |
| Lehti: | Tourism Management
2011 : APR, VOL. 32:2, p. 215-224 |
| Asiasana: | internet holidays reviews consumer choice information retrieval |
| Kieli: | eng |
| Tiivistelmä: | The proliferation and rising significance of online reviews for all kinds of consumption decisions indicates the need for properly understanding their influence in the tourism branch. Selection of holiday neither happens in a vacuum, nor is exclusively determined on online holiday reviews. To gain a holistic and realistic understanding one needs to contemplate: the concurrent effect of other, more conventional, holiday content elements (e.g. photos, descriptions), as well as the relevant cognitive mechanisms used to process the information. With the help of a purposively developed navigation prototype, a variety of holiday representations was shown to respondents. Surprisingly early in the process the ensuing observation and questioning reveiled fairly consistent content processing and decision-making patterns. This explorative-qualitative study proposes that online reviews have a secondary, complementary role to holiday selection and that they are subjected to a set of heuristics before adoption and utilization. |
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