The influence of website quality and star rating signals on booking intentionanalyzing the moderating effect of variety seeking

  1. Tamara Belver-Delgado 1
  2. Sonia San-Martín 2
  3. Rosa M. Hernández-Maestro 3
  1. 1 University of Salamanca, Spain
  2. 2 Department of Economy and Business Administration, Faculty of Economics and Business, University of Burgos, Spain
  3. 3 Department of Business Administration, University of Salamanca, Spain
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695 2444-9709

Año de publicación: 2021

Volumen: 25

Número: 1

Páginas: 3-28

Tipo: Artículo

DOI: 10.1108/SJME-09-2019-0076 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Proposito – Este estudio analiza la influencia de las características del sitio web de reserva -web propia del hotel o de un tercero- y del número de estrellas del hotel, como señales de calidad, en la relacion del cliente con el hotel o cadena, teniendo en cuenta el efecto moderador de la tendencia del viajero a buscar variedad. Diseño/metodología/enfoque – Para probar las hipotesis, se llevo a cabo un modelo de ecuaciones estructurales (SEM). También se realizo un analisis multi-grupo para probar el efecto moderador de la búsqueda de variedad del viajero. Resultados – Tanto la calidad del sitio web de reserva como las estrellas favorecen la satisfaccion del cliente con la experiencia concreta en el hotel y, finalmente, las intenciones de comportamiento hacia el hotel. Ademas, el analisis muestra que el nivel de búsqueda de variedad del viajero (bajo/alto) ejerce un efecto moderador en su relacion global con el hotel y que las señales parecen ser mas relevantes para los individuos con menor tendencia a buscar variedad en sus experiencias de viaje. Originalidad/valor – Este trabajo analiza la importancia de las señales de calidad en la relacion de los viajeros con los hoteles en un entorno de compra electronica. Ademas, se estudia la influencia de la búsqueda de variedad de los viajeros en el sector hotelero en particular. Un mejor conocimiento de este rasgo de la personalidad puede ayudar a los gerentes de hotel a aplicar estrategias de segmentacion exitosas.

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