Pre - Purchasing and Post - Purchasing Travel Behavior on Social Media: The Case of Kazakhstan

  • Assem ABDUNUROVA Almaty Management University, Kazakhstan
  • Maira USPANOVA Kazakh Ablai Khan University of International Relations and World Languages, Kazakhstan
  • Rajibul HASAN Rennes School of Business, France
  • Zinagul SURAPBERGENOVA Almaty Management University, Kazakhstan
  • Nuradin KUDAIBERGENOV Kazakh Ablai Khan University of International Relations and World Languages, Kazakhstan

Abstract

Purpose – To identify consumers’ travel behavior on social media (SM) before and after purchasing tourism product in the case of the Republic of Kazakhstan.


Methodology – A quantitative survey collected data involving travel purposes from 413 users of SM platforms.


Findings – This paper revealed the impact of social-economic characteristics on travel behavior and characterized two stages of purchasing process tourism product on SM: The pre-purchase behavior: the impact on decision-making process such factors as sources of trustworthy content, travel frequency, being a member of travel companies’ SM and feedback from travel companies; The post-purchase behavior: the impact of satisfaction and dissatisfaction on the level of spreading positive and negative reviews; feedback from travel companies on consumers’ satisfaction, frequency usage of SM.


The originality – The paper investigated pre-purchasing and post-purchasing travel behavior on SM and lack of researches and online travel behavior statistics in Central Asia makes this paper valuable.

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Published
2020-09-13
How to Cite
ABDUNUROVA, Assem et al. Pre - Purchasing and Post - Purchasing Travel Behavior on Social Media: The Case of Kazakhstan. Journal of Environmental Management and Tourism, [S.l.], v. 11, n. 6, p. 1475 - 1488, sep. 2020. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/5535>. Date accessed: 29 sep. 2020. doi: https://doi.org/10.14505/jemt.11.6(46).18.