Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image
The purpose of this study is to examine how online reviews from other users in a tourism service website generate emotions and cognitions that contribute to the formation of the image of a tourism service. We used a real website of a rural destination as a tourism service. We tested the proposed con...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad Alberto Hurtado
2021-12-01
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| Series: | Journal of Technology Management & Innovation |
| Subjects: | |
| Online Access: | https://www.jotmi.org/index.php/GT/article/view/3603 |
| _version_ | 1818283180241715200 |
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| author | Carmen Hidalgo-Alcazar Salvador Ruiz Maria Sicilia |
| author_facet | Carmen Hidalgo-Alcazar Salvador Ruiz Maria Sicilia |
| author_sort | Carmen Hidalgo-Alcazar |
| collection | DOAJ |
| description | The purpose of this study is to examine how online reviews from other users in a tourism service website generate emotions and cognitions that contribute to the formation of the image of a tourism service. We used a real website of a rural destination as a tourism service. We tested the proposed conceptual model using structural equation modeling. Our results show a correspondence between consumers’ thoughts and the cognitive dimension of image, as well as between the emotions expressed by subjects and the affective dimension of image. Results confirm that the image of a tourism service is an important predictor of tourism service preferences. This overall image influences consumers' future intentions, not only to buy the service but also to recommend it to other consumers. In summary, we propose and test a model that shows how online reviews significantly influence image formation and subsequent consumer behaviors. To date, little is known about to what extent online reviews are useful to generate cognitive and emotional responses in potential tourists. Consequently, understanding its role in a tourist's decision making process, and assessing the relationships between utility of online reviews, emotions, cognitions and image towards the tourism service will make both scientific and practical contributions. While contributing to the body of knowledge on image formation process, our results are also relevant for public administrations and tourism marketing managers. |
| first_indexed | 2024-12-13T00:32:48Z |
| format | Article |
| id | doaj.art-0b4640b3ef0a49ddabf1807184bf6443 |
| institution | Directory Open Access Journal |
| issn | 0718-2724 |
| language | English |
| last_indexed | 2024-12-13T00:32:48Z |
| publishDate | 2021-12-01 |
| publisher | Universidad Alberto Hurtado |
| record_format | Article |
| series | Journal of Technology Management & Innovation |
| spelling | doaj.art-0b4640b3ef0a49ddabf1807184bf64432022-12-22T00:05:16ZengUniversidad Alberto HurtadoJournal of Technology Management & Innovation0718-27242021-12-0116410.4067/S0718-27242021000400011Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service ImageCarmen Hidalgo-Alcazar0Salvador Ruiz1Maria Sicilia2University of León, Faculty of Economic and Management Sciences, León, SpainUniversity of Murcia, Marketing Department, Murcia, SpainUniversity of Murcia, Marketing Department, Murcia, SpainThe purpose of this study is to examine how online reviews from other users in a tourism service website generate emotions and cognitions that contribute to the formation of the image of a tourism service. We used a real website of a rural destination as a tourism service. We tested the proposed conceptual model using structural equation modeling. Our results show a correspondence between consumers’ thoughts and the cognitive dimension of image, as well as between the emotions expressed by subjects and the affective dimension of image. Results confirm that the image of a tourism service is an important predictor of tourism service preferences. This overall image influences consumers' future intentions, not only to buy the service but also to recommend it to other consumers. In summary, we propose and test a model that shows how online reviews significantly influence image formation and subsequent consumer behaviors. To date, little is known about to what extent online reviews are useful to generate cognitive and emotional responses in potential tourists. Consequently, understanding its role in a tourist's decision making process, and assessing the relationships between utility of online reviews, emotions, cognitions and image towards the tourism service will make both scientific and practical contributions. While contributing to the body of knowledge on image formation process, our results are also relevant for public administrations and tourism marketing managers.https://www.jotmi.org/index.php/GT/article/view/3603Online ReviewsEmotionsCognitionsTourism ServiceImage |
| spellingShingle | Carmen Hidalgo-Alcazar Salvador Ruiz Maria Sicilia Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image Journal of Technology Management & Innovation Online Reviews Emotions Cognitions Tourism Service Image |
| title | Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image |
| title_full | Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image |
| title_fullStr | Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image |
| title_full_unstemmed | Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image |
| title_short | Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image |
| title_sort | emotions and cognitions when reading online reviews effect on tourism service image |
| topic | Online Reviews Emotions Cognitions Tourism Service Image |
| url | https://www.jotmi.org/index.php/GT/article/view/3603 |
| work_keys_str_mv | AT carmenhidalgoalcazar emotionsandcognitionswhenreadingonlinereviewseffectontourismserviceimage AT salvadorruiz emotionsandcognitionswhenreadingonlinereviewseffectontourismserviceimage AT mariasicilia emotionsandcognitionswhenreadingonlinereviewseffectontourismserviceimage |