Motives for writing online reviews in post-vacation phase

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MLADENOVIC Dusan KRAJINA Anida MILOJEVIC Ivana

Druh Článek v odborném periodiku
Časopis / Zdroj International Journal of Culture, Tourism and Hospitality Research
Fakulta / Pracoviště MU

Ekonomicko-správní fakulta

Citace
WWW https://www.emeraldinsight.com/doi/abs/10.1108/IJCTHR-12-2018-0169?journalCode=ijcthr
Doi http://dx.doi.org/10.1108/IJCTHR-12-2018-0169
Klíčová slova Motivation, Serbia, Consumer behaviour, Altruism, Online reviews, Post-vacation
Popis This quantitative study aims to examine background motives that navigate individuals to share their opinions, in context of individual’s post-vacation phase and its relation to the destination of Serbia, from the standpoint of age, gender and nationality. The data was collected throughout six weeks via web self-administered survey. The survey was adopted and based on the scale developed by Bronner and de Hoog (2011). Results indicate that dominant driver to submit an online review after trip is to help vacationars (altruism) and that males and females display differences in this, but not in other motives. Both age and nationality do not influence the particular motive to leave an online review. The main limitation of this study is the total number of answers. However, sampling was rather purposive which gives us the good indicator of the population behavior. Understanding these drivers is essential in formulating strategies for managing the interaction with opinion leaders. On a larger scale, the results can contribute the market segmentation and customer communication approaches in Serbian tourism marketing. Motives that trigger individual to compose an online review have not been investigated and thematic studies are still missing, in the case of Serbia in particular.
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