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...
Main Authors: | , |
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Format: | Article |
Language: | English |
Published: |
Istanbul University
2020-06-01
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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. |
first_indexed | 2024-04-10T10:42:00Z |
format | Article |
id | doaj.art-35448cb10f63458391e4ea7e3bf78605 |
institution | Directory Open Access Journal |
issn | 2459-1939 |
language | English |
last_indexed | 2024-04-10T10:42:00Z |
publishDate | 2020-06-01 |
publisher | Istanbul University |
record_format | Article |
series | Journal of Tourismology |
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 |