Understanding the Role of Social Networks in Consumer Behavior in Tourism

This research seeks to understand the type of influence that the hotel sector in Portugal can achieve in its consumers, being the tourism sector an area in constant growth. To that end, a qualitative methodology was adopted, using semi-structured interviews, as a data collection tool to understand the type of use that hotels attribute to social networks, as well as the results obtained from their practices. In the investigation nine hotels were analyzed, presenting a diversified sample between the participants in terms of capacity, as well as recognition, proving that, in a general way, social networks help in the divulgation of the hotel, presenting these as a direct channel for consumers, facilitating brand exposure as well as interaction with customers

Electronic Word-of-Mouth

This chapter examines the effects of word-of-mouth motivations and culture on electronic word-of-mouth behavior. This chapter also focuses on the effects of cultural values on electronic word-of-mouth behavior. Within the context of the study, online forums in which consumers write comments have been used. The data was obtained from an electronic survey provided to 561 consumers. The reliability of scales has been tested via the Cronbach's Alfa Method and the validity of scales has been tested by Factor Analysis. After determining the reliability and validity of the scales, research hypotheses were tested by Structural Equation Modeling (SEM) and Multiple Regression Analysis. The findings show that motivation and culture have positive effects on electronic word-of-mouth behavior. This chapter also attempts to explain the effects of cultural values on electronic word-of-mouth behavior, and it is found that while uncertainty avodiance and masculinity have positive effects, individualism and power distance have negative effects on electronic word-of-mouth behavior. © 2014 by IGI Global. All rights reserved.2-s2.0-8494541163