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Online Tourism Review: Three Phases for

Successful Destination RelationshipsSunyoung Lee, Chulmo Koo, Seunghun Shin and Namho Chung

Kyung Hee University, South Koreaonoonee@gmail.com, helmetgu@khu.ac.kr, ssh15@naver.com, nhchung@khu.ac.kr

http://gskh.khu.ac.kr/

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INDEX

1. Introduction

2. Backgrounds

3. Research Model

4. Research Method

5. Expected Result

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ONLINE REVIEW IN TOURISM

Introduction

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Introduction Research ModelBackground Research MethodExpected Research

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Introduction Research ModelBackground Research MethodExpected Research

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my brother and I waited for 45 minutes with no sign of said employee (strike #1)

he attempted to overcharge us for the city tax, claiming that it was two times what it actually was (strike #3...he's outta there).

Introduction Research ModelBackground Research MethodExpected Research

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I read a review that some your empolyee made obviously overcharge almost twofold

I already changed my employee.

You pay to him 45 Euro. By 3 Euro you take a coffee for you.

Introduction Research ModelBackground Research MethodExpected Research

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Intangible products are hard to judge before actual experience(Jalilvand & Samiei, 2012)

Introduction Research ModelBackground Research MethodExpected Research

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Anticipatory Phase Experiential Phase Reflective Phase

Pre-Trip On-Trip Post-Trip

Introduction Research ModelBackground Research MethodExpected Research

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Factual Review Experiential ReviewPlain Fact Experience

Accurate Emotional

Objective Subjective

Online review distinguished into factual review and experiential review.(Xia & Bechwati, 2008)

Introduction Research ModelBackground Research MethodExpected Research

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Factual Review Experiential ReviewPlain Fact Experience

Accurate Emotional

Objective Subjective

Online review distinguished into factual review and experiential review.(Xia & Bechwati, 2008)

Introduction Research ModelBackground Research MethodExpected Research

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Factual Review Experiential ReviewPlain Fact Experience

Accurate Emotional

Objective Subjective

Online review distinguished into factual review and experiential review.(Xia & Bechwati, 2008)

Introduction Research ModelBackground Research MethodExpected Research

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Significant influence on travel-related decisions

Facilitate distinctly in each phases

Perceived differently based on its contents traits

Introduction Research ModelBackground Research MethodExpected Research

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Understand the role of online review within three phases based on a Longitudinal Trust-Satisfaction Model (LTSM)

Research Purpose

Does tourism online review, factual and experiential review,

have an influence to tourists’ perceptions and behaviors as for longitudinal perspectives?

Research Question

Introduction Research ModelBackground Research MethodExpected Research

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LONGITUDINAL TRUST-SATISFACTION MODEL

Background

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Relationship between trust and satisfaction in e-commerce Longitudinal Perspective

(Kim et al., 2009)

Introduction Research ModelBackground Research MethodExpected Research

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LTSM is combined with Extended Valence Framework and Expectation Confirmation Theory.

(Kim et al., 2009)

ExtendedValence

Framework

ExpectationConfirmation

TheoryLTSM

Introduction Research ModelBackground Research MethodExpected Research

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LTSM is combined with Extended Valence Framework and Expectation Confirmation Theory.

(Kim et al., 2009)

Introduction Research ModelBackground Research MethodExpected Research

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Introduction Research ModelBackground Research Method

LTSM is combined with Extended Valence Framework and Expectation Confirmation Theory.

(Kim et al., 2009)

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Relationship between trust and satisfaction in e-commerce Longitudinal Perspective

(Kim et al., 2009)

Extended Valence Framework

Expectation Confirmation Theory

Introduction Research ModelBackground Research MethodExpected Research

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LONGITUDINAL ONLINE TOURISM REVIEW-SATISFACTION MODEL

Research Model

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Consumers use online review because of perceived benefit and risk. These motives considerably influence actual visit.

(Hennig-Thurau et al., 2003)

Introduction Research ModelBackground Research MethodExpected Research

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Expectation-Confirmation theory is verified in tourism by proving confirmation and disconfirmation phenomenon(Pizam & Milman, 1993; Hui et al., 2007; Chou et al., 2012)

Introduction Research ModelBackground Research MethodExpected Research

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Longitudinal online tourism review-Satisfaction Model

Pre-Trip Phase On-Trip Phase Post-Trip (Evaluation) Phase

Introduction Research ModelBackground Research MethodExpected Research

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SURVEY PLAN

Research Method

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Pre-Trip VISIT Post-Trip

First Survey Second Survey

• Perceived Risk

• Perceived Benefit

• Visit Intention

• Expectation

• Confirmation

• Satisfaction

• Destination Loyalty

Two Rounds of Questionnaire Surveys

Introduction Research ModelBackground Research MethodExpected Research

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Expected ResultFUTURE RESEARCH

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Factual vs

Experiential

+TemporalDistance

Online Review↓

Satisfaction

Introduction Research ModelBackground Research MethodExpected Research

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Thank You

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