Publication: Influencia de las motivaciones hedónicas en el valor percibido de las Web 2.0 de alojamientos turísticos
Authors
Ruiz Mafé, Carla ; Tronch García de los Ríos, José
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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Description
Abstract
Para las empresas del sector turismo que operan en los
nuevos entornos virtuales 2.0, conocer los factores que contribuyen
al incremento del valor percibido de sus sitios web es un elemento
clave para incrementar su competitividad. El objetivo del presente
trabajo es analizar la influencia de las motivaciones hedónicas de
aventura, autoridad, búsqueda de ofertas y detección de tendencias
en el valor hedónico de los sitios Web 2.0 que ofertan alojamiento
turístico. El contraste de hipótesis se ha realizado a partir de una
muestra de 372 individuos con experiencia como compradores de
productos turísticos, utilizando modelos de ecuaciones
estructurales. Los resultados del estudio empírico muestran una
influencia directa y significativa de las motivaciones de aventura,autoridad y detección de tendencias en el valor hedónico de las web
2.0 de alojamientos turísticos y ofrecen un conjunto de
implicaciones relevantes para los gestores de las empresas
turísticas.
ABSTRACT: For tourism companies operating on new virtual environments 2.0, knowing key drivers of tourism websites consumer’s perceived value is relevant in order to increase competitiveness. The present work analyses the impact of hedonic motivations (adventure, authority, bargaining search and learning new trends) that can increase perceived value of accommodation services websites 2.0. Structural equation models were used to test the hypotheses on a sample of 372 Spanish online purchasers of tourist accommodation services. Results show hedonic motivations of adventure, authority and learning new trends having a direct impact on perceived value of accommodation websites 2.0. Managerial implications for accommodation websites 2.0 are provided.
ABSTRACT: For tourism companies operating on new virtual environments 2.0, knowing key drivers of tourism websites consumer’s perceived value is relevant in order to increase competitiveness. The present work analyses the impact of hedonic motivations (adventure, authority, bargaining search and learning new trends) that can increase perceived value of accommodation services websites 2.0. Structural equation models were used to test the hypotheses on a sample of 372 Spanish online purchasers of tourist accommodation services. Results show hedonic motivations of adventure, authority and learning new trends having a direct impact on perceived value of accommodation websites 2.0. Managerial implications for accommodation websites 2.0 are provided.
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