Abstract
This study intends to extend the hierarchy of effects model into the reality of the tourism industry after incorporation of information and communication technologies. Data analyses were conducted on 260 online questionnaires. The findings indicated consumer behavior follows a three-layer model: Attention-Intention/Desire-Action/Sharing-Social Awareness. Among big data advantages, recommendation system, information search and improved customer service are important to Attention-Intention; information search, dynamic pricing are important to Desire-Action with customer service (lower significance level); only customer service is important to Sharing-Social awareness. This model allows understanding of consumers’ behavior in online tourism as tourists are often sharing their experiences and raise awareness on service quality from e-vendors. Organizations might use big data to guarantee customers’ satisfaction and attract positive feedback particularly from the third layer of behavior.
Highlights
In the last few decades, rapid developments of information and communication technologies, the rise of social media platforms and the internet of things have completely changed how people socialize and communicate, how businesses seek to improve their consumer base and how information is accessed, used/consumed and spread around
This section discusses the results of our analyses where factors of consumers' behavior based on consumers' responses applied to an online tourism context are identified through factor analysis
The last three decades saw numerous information and communication technology developments among which are listed the apparition of the internet and the emergence of social media
Summary
In the last few decades, rapid developments of information and communication technologies, the rise of social media platforms and the internet of things have completely changed how people socialize and communicate, how businesses seek to improve their consumer base and how information is accessed, used/consumed and spread around. Consumers had very little access to information while making purchase decisions. Businesses, companies and organizations provide potential consumers with information that may eventually facilitate decision-making. This is achieved through the use of big data analytics. Thanks to big data analytics, online businesses and e-commerce companies might be able to take advantage of the important amount of information that streams online considering data are being generated on a regular basis. Dealing with an overwhelming amount of information from various sources might make customers’ decision-making process harder than ever expected
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