Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features

The transformations experienced in the tourism industry along with developing internet technologies are bringing out new distribution channels. The presentation of tourism products through these channels has also been rapidly accepted by the tourists. Online travel sales exceeding 690 billion doll...

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Main Authors: Engin Tengi̇li̇moglu, Azize Hassan
Format: Article
Language:English
Published: Istanbul University 2020-06-01
Series:Journal of Tourismology
Subjects:
Online Access:https://dergipark.org.tr/tr/pub/iuturizmoloji/issue/52515/701393?publisher=istanbul
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author Engin Tengi̇li̇moglu
Azize Hassan
author_facet Engin Tengi̇li̇moglu
Azize Hassan
author_sort Engin Tengi̇li̇moglu
collection DOAJ
description The transformations experienced in the tourism industry along with developing internet technologies are bringing out new distribution channels. The presentation of tourism products through these channels has also been rapidly accepted by the tourists. Online travel sales exceeding 690 billion dollars together with developing mobile payment options have made online purchasing behaviors an important issue. Although Flow Theory had been previously used in the fields such as adventure and sports, in the course of time it has started to be used also for understanding online consumer behaviors and it was seen that it has positive effects like trust, and e-loyalty in users. Therefore, determination of the factors that will provide consumers with flow experience in online environments, has also become an important issue. In this study, the features of a booking site that will provide consumers with flow experience were examined and which factors are more effective in the flow theory was searched. Consequently, it was determined that the flow experience is affected by utilitarian and hedonic features offered to consumers. Additionally, it was also observed that hedonic features offered to the consumers during the purchasing process affects the flow experience more than utilitarian features.
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spelling doaj.art-35448cb10f63458391e4ea7e3bf786052023-02-15T16:20:29ZengIstanbul UniversityJournal of Tourismology2459-19392020-06-016111210.26650/jot.2020.6.1.00104Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic FeaturesEngin Tengi̇li̇moglu0Azize HassanSELCUK UNIVERSITYThe transformations experienced in the tourism industry along with developing internet technologies are bringing out new distribution channels. The presentation of tourism products through these channels has also been rapidly accepted by the tourists. Online travel sales exceeding 690 billion dollars together with developing mobile payment options have made online purchasing behaviors an important issue. Although Flow Theory had been previously used in the fields such as adventure and sports, in the course of time it has started to be used also for understanding online consumer behaviors and it was seen that it has positive effects like trust, and e-loyalty in users. Therefore, determination of the factors that will provide consumers with flow experience in online environments, has also become an important issue. In this study, the features of a booking site that will provide consumers with flow experience were examined and which factors are more effective in the flow theory was searched. Consequently, it was determined that the flow experience is affected by utilitarian and hedonic features offered to consumers. Additionally, it was also observed that hedonic features offered to the consumers during the purchasing process affects the flow experience more than utilitarian features.https://dergipark.org.tr/tr/pub/iuturizmoloji/issue/52515/701393?publisher=istanbulflow theoryonline rezervationonline purchase behaviorutilitarian and hedonic features
spellingShingle Engin Tengi̇li̇moglu
Azize Hassan
Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features
Journal of Tourismology
flow theory
online rezervation
online purchase behavior
utilitarian and hedonic features
title Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features
title_full Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features
title_fullStr Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features
title_full_unstemmed Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features
title_short Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features
title_sort applying flow theory to the online booking experience the role of utilitarian and hedonic features
topic flow theory
online rezervation
online purchase behavior
utilitarian and hedonic features
url https://dergipark.org.tr/tr/pub/iuturizmoloji/issue/52515/701393?publisher=istanbul
work_keys_str_mv AT engintengilimoglu applyingflowtheorytotheonlinebookingexperiencetheroleofutilitarianandhedonicfeatures
AT azizehassan applyingflowtheorytotheonlinebookingexperiencetheroleofutilitarianandhedonicfeatures