Pre - Purchasing and Post - Purchasing Travel Behavior on Social Media: The Case of 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.
References
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[21] Kim, J., Fesenmaier, D. R. 2017. Sharing Tourism Experiences: The Posttrip Experience. Journal of Travel Research, 56(1): 28–40. DOI: https://doi.org/10.1177/0047287515620491
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[30] Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., Okumus, F. 2018. Attracting Tourists to Travel Companies’ Websites: The Structural Relationship between Website Brand, Personal Value, Shopping Experience, Perceived Risk and Purchase Intention. Current Issues in Tourism, 21(6): 616–45. DOI:https://doi.org/10.1080/13683500.2016.1200539
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[36] Ring, A., Tkaczynski, A., Dolnicar, S. 2014. Word-of-Mouth Segments: Online, Offline, Visual or Verbal? Journal of Travel Research, 55(4): 481–92. DOI: https://doi.org/10.1177/0047287514563165
[37] Rodríguez-Fernández, M.-M., Sánchez-Amboage, E., Juanatey-Boga, O. 2019. Virtual Tourist Communities and Online Travel Communities. Studies in Systems, Decision and Control, 154: 435-446. DOI:https://doi.org/10.1007/978-3-319-91860-0_26
[38] Schuckert, M., Liu, X., Law, R. 2015. A Segmentation of Online Reviews by Language Groups: How English and Non-English Speakers Rate Hotels Differently. International Journal of Hospitality Management, 48(1): 143–49. DOI: https://doi.org/10.1016/j.ijhm.2014.12.007
[39] Sigala, M. 2012. Social Networks and Customer Involvement in New Service Development (NSD): the Case of www.mystarbucksidea.com. International Journal of Contemporary Hospitality Management, 24(7): 966–990. DOI: 10.1108/09596111211258874
[40] Sotiriadis, M., Van Zyl, C. 2013. Electronic Word-of-Mouth and Online Reviews in Tourism Services: The Use of Twitter by Tourists. Electronic Commerce Research, 13(1): 103–124. DOI:https://doi.org/10.1007/s10660-013-9108-1
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[42] Varkaris, E., Neuhofer B. 2017. The Influence of Social Media on the Consumers’ Hotel Decision Journey. Journal of Hospitality and Tourism Technology, 8(1). DOI: https://doi.org/10.1108/JHTT-09-2016-0058
[43] Viju M., Mohammad, S. 2020. Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model. Journal of Consumer Behaviour: An International Research Review. DOI: https://doi.org/10.1002/cb.1854
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[2] Amaro, S., Duarte, P. 2017. Social Media Use for Travel Purposes: A Cross Cultural Comparison between Portugal and the UK. Information Technology and Tourism, 17(2): 161–81. DOI:https://doi.org/10.1007/s40558-017-0074-7
[3] Amaro, S., Duarte, P., Henriques, C. 2016. Travelers’ Use of Social Media: A Clustering Approach. Annals of Tourism Research, 59: 1–15. DOI: https://doi.org/10.1016/j.annals.2016.03.007
[4] Ayeh, J.K. 2015. Travellers’ Acceptance of Consumer-Generated Media: An Integrated Model of Technology Acceptance and Source Credibility Theories. Computers in Human Behavior, 48(3): 173–80. DOI:https://doi.org/10.1016/j.chb.2014.12.049
[5] Aymankuy, Y., Soydaş, M. E., Saçlı, Ç. 2013. The Effect of Social Media Utilization on Holiday Decisions of Tourists: A Study on Academic Staff. International Journal of Human Sciences, 10: 376–97.
[6] Bizirgiannia, I., Dionysopouloub, P. 2013. The Influence of Tourist Trends of Youth Tourism through Social Media (SM) and Information and Communication Technologies (ICTs). Social and Behavioral Sciences, 73: 652–60. DOI: https://doi.org/10.1016/j.sbspro.2013.02.102
[7] Bronner, F., de Hoog, R. 2011. Vacationers and EWOM: Who Posts, and Why, Where, and What? Journal of Travel Research, 50(1): 15–26. DOI: 10.1177/0047287509355324
[8] Casaló, L.V., Flavián, C., Guinalíu, M., Ekinci, Y. 2015. Do Online Hotel Rating Schemes Influence Booking Behaviors? International Journal of Hospitality Management, 49(1): 28–36. DOI:https://doi.org/10.1016/j.ijhm.2015.05.005
[9] Cronbach, L.J. 1951. Coefficient Alpha and the Internal Structure of Tests. Psychometrika, 16(3): 297–334. DOI: https://doi.org/10.1007/BF02310555
[10] Filieri, R., Alguezaui, S., McLeay, F. 2015. Why Do Travelers Trust TripAdvisor? Antecedents of Trust towards Consumer-Generated Media and Its Influence on Recommendation Adoption and Word of Mouth. Tourism Management, 51: 174–85. DOI: https://doi.org/10.1016/j.tourman.2015.05.007
[11] Fotis, J., Buhalis, D., Rossides, N. 2012. Social Media Use and Impact during the Holiday Travel Planning Process.”, in Fuchs, L. Ricci, M. (Ed.), Information and Communication Technologies in Tourism, Springer-Verlag, Austria, pp. 13–24. DOI: https://doi.org/10.1007/978-3-7091-1142-0_2
[12] Güçer, E., Bağ, C., Altınay, M. 2017. Consumer Behavior In The Process Of Purchasing Tourism Product In Social Media. Journal of Business Research - Turk, 9(1): 381–402. DOI:https://doi.org/10.20491/isarder.2017.250
[13] Hanks, L., Mattila, A.S. 2014. The Impact of Gender and Prepurchase Mood on Consumer Guilt after a Travel Purchase. Journal of Travel Research, 53(5): 625–37.
[14] Hong, J. C., et al. 2016. Internet Cognitive Failure Relevant to Self-Efficacy, Learning Interest, and Satisfaction with Social Media Learning. Computers in Human Behavior, 55: 214–22. DOI:https://doi.org/10.1016/j.chb.2015.09.010
[15] Huang, C., Goo, D.J., Nam, K., Yoo, C.W. 2017. Smart Tourism Technologies in Travel Planning: The Role of Exploration and Exploitation. Information & Management, 54(6): 757–70. DOI:https://doi.org/10.1016/j.im.2016.11.010
[16] Hudson, S., Thal, K. 2013.The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing. Journal of Travel and Tourism Marketing, 30(1–2): 156–60. DOI:https://doi.org/10.1080/10548408.2013.751276
[17] Jarrar, Y., Awobamise, A., Sellos, P. 2020. Technological Readiness Index (TRI) and the intention to use smartphone apps for tourism: A focus on in Dubai mobile tourism app. International Journal of Data and Network Science, 4(3): 297-304. DOI: https://doi.org/10.5267/j.ijdns.2020.6.003
[18] Kamarulzaman, Y. 2007. Adoption of Travel E-Shopping in the UK. International Journal of Retail & Distribution Management, 35(9): 703–719. DOI: https://doi.org/10.1108/09590550710773255
[19] Kang, M., Schuett, M.A. 2013. Determinants of Sharing Travel Experiences in Social Media. Journal of Travel & Tourism Marketing, 30(1/2): 93–107. DOI: https://doi.org/10.1080/10548408.2013.751237
[20] Kim, E. E. K., Mattila, A.S., Baloglu, S. 2011. Effects of Gender and Expertise on Consumers’ Motivation to Read Online Hotel Reviews. Cornell Hospitality Quarterly, 52(4): 399–406. DOI:https://doi.org/10.1177/1938965510394357
[21] Kim, J., Fesenmaier, D. R. 2017. Sharing Tourism Experiences: The Posttrip Experience. Journal of Travel Research, 56(1): 28–40. DOI: https://doi.org/10.1177/0047287515620491
[22] Kim, J., Tussyadiah, P. 2013. Social Networking and Social Support in Tourism Experience: The Moderating Role of Online Self-Presentation Strategies. Journal of Travel and Tourism Marketing, 30(1–2): 78–92. DOI: https://doi.org/10.1080/10548408.2013.751220
[23] Kim, W. G., Kim, D. J. 2004. Factors Affecting Online Hotel Reservation Intention between Online and Nononline Customers. International Journal of Hospitality Management, 23(4): 381–395. DOI:https://doi.org/10.1016/j.ijhm.2004.02.001
[24] Law, R., Bai, B. 2008. How Do the Preferences of Online Buyers and Browsers Differ on the Design and Content of Travel Websites? International Journal of Contemporary Hospitality Management, 20(4): 388–400. DOI: https://doi.org/10.1108/09596110810873507
[25] Lee, H.A., Law, R., Murphy, J. 2011. Helpful Reviewers in TripAdvisor, an Online Travel Community. Journal of Travel & Tourism Marketing, 28(7): 675–88. DOI: https://doi.org/10.1080/10548408.2011.611739
[26] Leung, D., Law, R., van Hoof, H., Buhalis, D. 2013. Social Media in Tourism and Hospitality: A Literature Review.” Journal of Travel and Tourism Marketing, 30(1-2): 3-22. DOI:https://doi.org/10.1080/10548408.2013.750919
[27] Lo, I.S, McKercher, B., Lo, A., Cheung, C., Law, R. 2011.Tourism and Online Photography. Tourism Management, 32(4): 725–731. DOI: https://doi.org/10.1016/j.tourman.2010.06.001
[28] Mayfield, A. 2008. What is Social Media? iCrossing eBook. Available at: http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Media_iCrossing_ebook.pdf
[29] Mittal, V., Huppertz, J. W., Khare, A. 2008. Customer Complaining: The Role of Tie Strength and Information Control. Journal of Retailing, 84(2): 195–204. DOI: https://doi.org/10.1016/j.jretai.2008.01.006
[30] Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., Okumus, F. 2018. Attracting Tourists to Travel Companies’ Websites: The Structural Relationship between Website Brand, Personal Value, Shopping Experience, Perceived Risk and Purchase Intention. Current Issues in Tourism, 21(6): 616–45. DOI:https://doi.org/10.1080/13683500.2016.1200539
[31] Munar, A.M. Jacobsen, J.K.S. 2014. Motivations for Sharing Tourism Experiences through Social Media. Tourism Management, 43(1):. 46–54. DOI: https://doi.org/10.1016/j.tourman.2014.01.012
[32] Navio-Marco, J., L. M. Ruiz-Gómez, C. Sevilla-Sevilla 2018. Internet and Consumer Behaviour In Travel and Tourism: A European Cross-National Analysis. Journal of Reviews on Global Economics, 7: 186–194. Available at: https://www.lifescienceglobal.com/pms/index.php/jrge/article/view/5349/2994
[33] Öz, M. 2015. Social Media Utilization of Tourists for Travel-Related Purposes. International Journal of Contemporary Hospitality Management, 27(5): 1003–1023. DOI: 10.1108/IJCHM-01-2014-0034
[34] Pogun, S. 2001. Sex Differences in Brain and Behavior: Emphasis on Nicotine, Nitric Oxide and Place Learning. International Journal of Psychophysiology, 42 (2): 195–208. DOI: 10.1016/S0167-8760(01)00168-4
[35] Ráthonyi, G. 2013. Influence of Social Media on Tourism – Especially among Students of The University of Debrecen. Applied Studies in Agribusiness and Commerce, 7(1): 105–112. DOI:https://doi.org/10.19041/Apstract/2013/1/18
[36] Ring, A., Tkaczynski, A., Dolnicar, S. 2014. Word-of-Mouth Segments: Online, Offline, Visual or Verbal? Journal of Travel Research, 55(4): 481–92. DOI: https://doi.org/10.1177/0047287514563165
[37] Rodríguez-Fernández, M.-M., Sánchez-Amboage, E., Juanatey-Boga, O. 2019. Virtual Tourist Communities and Online Travel Communities. Studies in Systems, Decision and Control, 154: 435-446. DOI:https://doi.org/10.1007/978-3-319-91860-0_26
[38] Schuckert, M., Liu, X., Law, R. 2015. A Segmentation of Online Reviews by Language Groups: How English and Non-English Speakers Rate Hotels Differently. International Journal of Hospitality Management, 48(1): 143–49. DOI: https://doi.org/10.1016/j.ijhm.2014.12.007
[39] Sigala, M. 2012. Social Networks and Customer Involvement in New Service Development (NSD): the Case of www.mystarbucksidea.com. International Journal of Contemporary Hospitality Management, 24(7): 966–990. DOI: 10.1108/09596111211258874
[40] Sotiriadis, M., Van Zyl, C. 2013. Electronic Word-of-Mouth and Online Reviews in Tourism Services: The Use of Twitter by Tourists. Electronic Commerce Research, 13(1): 103–124. DOI:https://doi.org/10.1007/s10660-013-9108-1
[41] Sow, M.T. 2014. Using ANOVA to Examine the Relationship between Safety & Security and Human Development. Journal of International Business and Economics, 2(4): 101-106. DOI: 10.15640/jibe.v2n4a6
[42] Varkaris, E., Neuhofer B. 2017. The Influence of Social Media on the Consumers’ Hotel Decision Journey. Journal of Hospitality and Tourism Technology, 8(1). DOI: https://doi.org/10.1108/JHTT-09-2016-0058
[43] Viju M., Mohammad, S. 2020. Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model. Journal of Consumer Behaviour: An International Research Review. DOI: https://doi.org/10.1002/cb.1854
[44] Wilson, A., Murphy, H., Cambra Fierro, J. 2012. Hospitality and Travel: The Nature and Implications of User-Generated Content. Cornell Hotel and Restaurant Administration Quarterly, 53(3): 220–28. DOI:https://doi.org/10.1177/1938965512449317
[45] Wolfe, K., Hsu, C., Kang, S. 2008. Buyer Characteristics among Users of Various Travel Intermediaries. Journal of Travel & Tourism Marketing, 17(2): 51–62. DOI: https://doi.org/10.1300/J073v17n02_05
[46] Yoo, K.H., Gretzel, U. 2011. Influence of Personality on Travel-Related Consumer-Generated Media Creation. Computers in Human Behavior, 27: 609–621. DOi: https://doi.org/10.1016/j.chb.2010.05.002
[47] Agency of the Republic of Kazakhstan on Statistics (2019), Population by sex and age group. Available at: http://stat.gov.kz/
[48] Digital 2020: April Global Statshot. Available at: https://datareportal.com/reports/digital-2020-april-global-statshot
[49] How to Calculate Sample Size for a Survey (2019), Survey Monkey. Available at: https://www.surveymonkey.com/mp/sample-size/
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: 24 apr. 2024.
doi: https://doi.org/10.14505/jemt.11.6(46).18.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.