Critical accommodation information for travel opinion leader

Potential tourists search for accommodation information once they decide to travel. Travel opinion leaders are critical accommodation information providers for potential tourists. However, we know little about travel opinion leaders’ perceived importance of accommodation information. The current stu...

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Bibliographic Details
Published in:	Independent Journal of Management & Production 2020-01, Vol.11 (1), p.1-14
Main Author:	Yeh, Chien Mu
Format:	Article
Language:	eng
Subjects:	accommodation information Decision making information search behavior Leadership Marketing opinion leaders Studies Travel Word of mouth advertising
Online Access:	Get full text
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Summary:	Potential tourists search for accommodation information once they decide to travel. Travel opinion leaders are critical accommodation information providers for potential tourists. However, we know little about travel opinion leaders’ perceived importance of accommodation information. The current study examined the relationship between travel opinion leadership and perceived importance of accommodation information. Results showed that there were significant differences in the perception of important accommodation information between the high and low travel opinion leadership groups. These results make theoretical and practical implications for tourism research and accommodation managers.
ISSN:	2236-269X 2236-269X