The role of elaboration likelihood routes in relationships between user-generated content and willingness to pay more

• Published in: Tourism review (Association internationale d'experts scientifiques du tourisme) 2021-05, Vol.76 (3), p.614-638
• Main Authors: Dedeoğlu, Bekir Bora, Bilgihan, Anil, Ye, Ben Haobin, Wang, Yajun, Okumus, Fevzi
• Format: Article
• Language: English
• Subjects: Competition; Consumers; Decision making; Hotels & motels; Pricing policies; Social networks; Tourism; User generated content; Willingness to pay
• ISSN: 1660-5373; 1759-8451
• DOI: 10.1108/TR-01-2019-0013

Purpose The purpose of this paper is to examine the impact of social media sharing on tourists’ willingness to pay more (WPM) at destinations. The moderating effects of tourists’ preferred route in decision-making or obtaining information (i.e. central or peripheral routes) were also examined. Design/methodology/approach A theoretical model was developed and tested using partial least squares structural equation modeling (PLS-SEM). Moderating effects of central and peripheral routes were tested using PLS multi-group analysis. Data were collected from 478 tourists in Antalya, Turkey, a sea, sun and sand tourist destination. Findings Findings indicate that importance attached to participant sharing (IPS) and importance attached to non-participant sharing (INPS) are significant antecedents of tourists’ WPM intentions. Moderating effects of tourists’ preferred route in decision-making reveal that the effect of IPS on WPM intention is more influential for those with high central route preferences than those with low central route preferences. While the effects of INPS and IPS on WPM intention is more determinative for those with higher peripheral route preferences. Practical implications Although it is known by the practitioners that consumer-generated contents are important, this research suggests and supports that these contents trigger tourists to pay higher prices. Originality/value How WPM is motivated by others’ social media sharing was not very clear in the literature. Therefore, this research gap was addressed in part by examining the social media sharing structure in terms of whether others posted on organization-related sites or on personal sites. 标题探索可能性路线在用户生成内容和支付意愿关系中的作用 本研究旨在探讨社交媒体分享对旅游者在目的地的支付意愿（WPM）的影响。还考察了旅游者在决策或获取信息时偏好路线（即中心或外围路线）的调节效应。 本文利用偏最小二乘结构方程模型（PLS-SEM）建立了理论模型并进行了验证, 使用PLS多组分析法检验了中心和外围路线的调节作用。从土耳其安塔利亚的478名游客中收集了数据。安塔利亚是一个拥有海洋、阳光和沙滩的旅游胜地。 结果表明, 游客对参与式分享（IPS）的重视程度和对非参与式分享（INPS）的重视程度是游客支付意愿 (WPM) 的显著前因。旅游者偏好路线在决策中的调节效应表明, IPS对WPM意图的影响, 对中心路线偏好高的游客比中心路线偏好低的游客更为显著。而INPS和IPS对WPM意图的影响对周边路线偏好较高者更具决定性。 尽管用户生成内容的重要性广为从业人员了解, 但本研究表明, 这些内容还能促使游客支付更高的价格。 在现有文献中, 他人的社交媒体分享是如何激励产生WPM的还不是很清楚。因此, 本文通过考察社交媒体分享的结构来填补这一研究空白, 即考察他人的内容是发布在组织相关的网站上还是个人网站上。 关键词: 社交媒体分享, 精化可能性模型, 中心路线, 外围路线, 支付意愿 论文类型 研究论文 El papel de las rutas ELM (modelo de probabilidad de elección) en la relación entre el contenido generado por usuarios y la disposición a pagar Objetivo El propósito de esta investigación es examinar el impacto de la compartición en redes sociales con la di