Top

Published in:

2020 | OriginalPaper | Chapter

Turkish Gen Y Customers’ Visit Intentions and Word of Mouth Activities Regarding Online Travel Agencies

Authors : Yigit Sebahattin Bozkurt, Emel Yarimoglu

Published in: Strategic Innovative Marketing and Tourism

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

Tourism industry in Turkey has been developing dramatically. Adapting online technologies to tourism industry have become inevitable and travel agencies have started to transform their brick and mortar businesses to click and mortar, even click-only businesses, since they prefer to be accessible everywhere in the world. Online travel agencies have become popular alternatives during online travel planning and booking. Consumers can only get information from online travel agencies or they can buy from these websites. The aim of this research was to analyze the characteristics of Gen Y customers’ internet usage, and show the relationships between word of mouth activities regarding online travel agencies and visit intention to online travel agencies. Within this aim, the questionnaire was created and conducted in Izmir City with 240 Gen Y customers chosen by convenience sampling technique in April, 2017. Descriptive statistics, factor analysis, and regression analysis were used in data analysis. Findings showed that 81.7% of customers preferred shopping from the internet and 82.5% of customers preferred booking a hotel online. As a result of factor analyses, one dimension arose for visit intention to online travel agencies and one dimension was obtained for word of mouth construct. To test the hypothesis, regression analysis was implemented to the constructs and it showed that word of mouth explained 49.3% of variance in visit intention to online travel agencies. Results showed that Turkish Gen Y customers were open to use online technologies in tourism industry. It was suggested to travel agencies to use online channels and pay attention to word of mouth activities of their customers for increasing visit intention.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Cyber-Citizenship: A Challenge of the Twenty-First Century Education

next chapter Exploiting Human Cognitive Architecture to Design a New Cultural Narrative for Non-captive Audiences: The TOURiBOOST Project

Ingelhart R (1997) Modernization and postmodernization: cultural, economic, and politcal change in 43 societies. Princeton University Press, Princeton, NJ

Lissitsa S, Kol O (2016) Generation X vs. generation Y–A decade of online shopping. J Retail Consum Serv 31:304–312. https://doi.org/10.1016/j.jretconser.2016.04.015 CrossRef

Meredith GE, Schewe CD (1994) The power of cohorts. Am Demogr 16:22–31

Michalak W, Calder L (2003) Integration of e-commerce as a retail channel: impact of youth: on e-commerce trends in Canada. Prog Plan 60(1):111–126. https://doi.org/10.1016/S0305-9006(02)00094-6 CrossRef

Prensky M (2001) Digital natives, digital immigrants part 1. On Horiz 9:1–6. https://doi.org/10.1108/10748120110424816 CrossRef

Williams KC, Page RA (2011) Marketing to the generations. J Behav Stud Bus 3:37–53

Yarimoglu EK (2017) Demographic differences on service quality and perceived value in private online shopping clubs. J Strateg Mark 25:240–257. https://doi.org/10.1080/0965254X.2017.1299784 CrossRef

Tan WK, Wu CE (2016) An investigation of the relationships among destination familiarity, destination image and future visit intention. J Destin Mark Manag 5:214–226. https://doi.org/10.1016/j.jdmm.2015.12.008 CrossRef

Han H, Hsu LTJ, Lee JS (2009) Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. Int J Hosp Manag 28:519–528. https://doi.org/10.1016/j.ijhm.2009.02.004 CrossRef

10.

De Nisco A, Mainolfi G, Marino V, Napolitano MR (2015) Tourism satisfaction effect on general country image, destination image, and post-visit intentions. J Vacat Mark 21:305–317. https://doi.org/10.1177/1356766715577502 CrossRef

11.

Kuo YF, Wu CM, Deng WJ (2009) The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Comput Hum Behav 25:887–896. https://doi.org/10.1016/j.chb.2009.03.003 CrossRef

12.

Dedeke AN (2016) Travel web-site design: information task-fit, service quality and purchase intention. Tour Manag 54:541–554. https://doi.org/10.1016/j.tourman.2016.01.001 CrossRef

13.

Ponte EB, Carvajal-Trujillo E, Escobar-Rodríguez T (2015) Influence of trust and perceived value on the intention to purchase travel online: integrating the effects of assurance on trust antecedents. Tour Manag 47:286–302. https://doi.org/10.1016/j.tourman.2014.10.009 CrossRef

14.

Abubakar AM, Ilkan M, Al-Tal RM, Eluwole KK (2017) eWOM, revisit intention, destination trust and gender. J Hosp Tour Manag 31:220–227. https://doi.org/10.1016/j.jhtm.2016.12.005 CrossRef

15.

Hultman M, Kazeminia A, Ghasemi V (2015) Intention to visit and willingness to pay premium for ecotourism: the impact of attitude, materialism, and motivation. J Bus Res 68:1854–1861. https://doi.org/10.1016/j.jbusres.2015.01.013 CrossRef

16.

Doran R, Larsen S (2016) The relative importance of social and personal norms in explaining intentions to choose eco-friendly travel options. Int J Tour Res 18:159–166. https://doi.org/10.1002/jtr.2042 CrossRef

17.

Wang P (2015) Exploring the influence of electronic word-of-mouth on tourists’ visit intention: a dual process approach. J Syst Inf Technol 17:381–395. https://doi.org/10.1108/JSIT-04-2015-0027 CrossRef

18.

Doosti S, Jalilvand MR, Asadi A, Khazaei Pool J, Mehrani Adl P (2016) Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image. Int J Tour Cities 2:137–148. https://doi.org/10.1108/IJTC-12-2015-0031 CrossRef

19.

Hamidizadeh MR, Cheh MG, Moghadam AH, Salimipour S (2016) Proposing a model of the effect of word of mouth on destination image of tourists and travel intention. Int J Asian Soc Sci 6:108–119. https://doi.org/10.18488/journal.1/2016.6.2/1.2.108.119 CrossRef

20.

Albarq AN (2014) Measuring the impacts of online word-of-mouth on tourists’ attitude and intentions to visit Jordan: an empirical study. Int Bus Res 7:14–22. https://doi.org/10.5539/ibr.v7n1p14 CrossRef

21.

Jalilvand MR (2017) Word-of-mouth vs. mass media: their contributions to destination image formation. Anatolia 28(2):151–162. https://doi.org/10.1108/10662241211271563 CrossRef

22.

PR Newswire US (2005) Online travel purchases split evenly between travel agencies and suppliers’ web sites. http://Web.lexis-nexis.com. Accessed 11 October 2005

23.

Park YA, Gretzel U, Sirakaya-Turk E (2007) Measuring web site quality for online travel agencies. J Travel Tour Mark 23(1):15–30. https://doi.org/10.1300/J073v23n01_02 CrossRef

Title: Turkish Gen Y Customers’ Visit Intentions and Word of Mouth Activities Regarding Online Travel Agencies
Authors: Yigit Sebahattin Bozkurt
Emel Yarimoglu
Publisher: Springer International Publishing
Book: Strategic Innovative Marketing and Tourism
Print ISBN: 978-3-030-36125-9

Electronic ISBN: 978-3-030-36126-6

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-030-36126-6_53

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"