Analyses of Factors Influencing Travel Consumers’ Satisfaction and Loyalty as Revealed by Online Communication Platform: A Case Study of TripAdvisor

Document Type : Original Research Articles

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Abstract

The continuing evolution of on-line platforms, which are now at the heart of modern commerce, has had a considerable impact on the tourism and hospitality business. On-line platforms are often less capital intensive than the business that they intermediate – allowing them to achieve significant market power in short periods of time. A concentration of tourism market power is rarely beneficial for travel consumers. The widespread public use of TripAdvisor has effectively
positioned itself as a new breed of moderate Travel Agencies and hotels by launching its Instant Booking service recently. It has generated a number of conditions a key marketing opportunity –
that have been game-changers – in both beneficial and detrimental ways – to tourism and hospitality business. As a result, many travel agencies and hotels in the 21st century have had to make considerable adaptations to remain solvent and relevant.
This study extends the body of knowledge on the influence of perceived quality service (PQS) and perceived price (P) on post-purchase perceptions, satisfaction, intention behavior and
loyalty of travel consumers, by enriching its content in the area of tourism and hospitality.
Moreover, understanding how online tourists’ reviews – as powerful source of information - affecting online travel agencies and hotel booking decisions. The purpose of this study is to
investigate how TripAdvisor assessment in travel agencies and hotels in Egypt that contributes to satisfaction and loyalty from the consumer perspective, considering the online dimension of recommendations. This research study applies research method that a quantitative approach directly enriches the research study with different viewpoints from online tourists’ reviews (as stakeholders) and provides a better understanding of study problems. Findings revealed significant inter-relationships are obtained in TripAdvisor use perception, satisfaction with both the travel agency and the hotel, dimensions of loyalty in travel services and the mediating effect of positive online tourist intention to recommend the travel agency and hotel is confirmed.
Research limitations/implications – Future research can replicate these interrelationships in other travel services and employ multidimensional scales to measure online tourist attitudes and
behavior.

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