Tourism E-commerce Research Articles

Is online shopping a trick or treat? Understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms

The emergence and popularity of e-commerce have led to a significant shift in the way consumers purchase products and services, and Generation Z (Gen Z) are playing a key role in driving this trend. In Malaysia, the tourism industry has benefited from the growth of e-commerce platforms such as Agoda, Expedia, Klook, and Airbnb. This study examines the factors that influence zoomers' behavioural intention towards tourism e-commerce platforms in Malaysia, with a focus on trust as a moderating variable. Questionnaire data was collected from a sample of 162 university students in Sarawak, Malaysia and analysed using a partial least square structural equation modelling (PLS-SEM) approach. The estimation procedure was conducted using the WarpPLS 8.0. The findings revealed the significance of brand recognition and perceived quality in influencing zoomers’ trust, attitude, and intention to purchase through tourism e-commerce platforms. The positive moderating role of trust was also identified. These findings are essential for tourism practitioners to better understand the needs and wants of young e-customers. The study's insights are particularly aligned with and meaningful for Sarawak's digital economy initiatives.

How Celebrity Endorsement Affects Travel Intention: Evidence From Tourism Live Streaming

Celebrity endorsements via live streaming continue to draw attention in the tourism industry. This research examines the effects of such endorsements on tourism live streaming. We specifically compared celebrity streamers to key opinion leader streamers and brand streamers across two types of live streaming (travel live streaming vs. tourism e-commerce live streaming). Drawing on the flow theory, we developed a theoretical framework to explain why and how celebrity streamers can inspire travel intention more effectively than key opinion leader streamers and brand streamers. Results indicate that celebrity streamers’ endorsements enhance travel intention via informativity, entertainment, and interactivity, compared with endorsements from key opinion leaders and brand streamers. This effect is further amplified during travel live streaming.

Design Method for Travel E-commerce Platform Based on HHO imparoved K-means Clustering Algorithm

Convenient and intelligent tourism product recommendation method, as the key technology of tourism E-commerce platform design, not only provides academic value to the research of tourism E-commerce platform, but also improves the efficiency of personalized recommendation of tourism products. In order to improve the quality of tourism recommendation, this paper proposes a tourism E-commerce platform design method based on HHO improved K-means clustering algorithm. Firstly, the Harris optimization algorithm is used to improve the K-means algorithm to construct a user-oriented tourism product recommendation strategy; then, combined with the XGBoost algorithm, an item-oriented tourism product recommendation strategy is proposed; secondly, the two strategies are mixed to construct a personalized tourism product recommendation model. Finally, the effectiveness of the proposed method is verified by simulation experiment analysis. The results show that the recommendation accuracy of the tourism E-commerce platform design method proposed in this paper reaches more than 90%, and the recommendation response time meets the real-time requirements, which can provide personalized tourism product recommendation for platform users and enhance the purchase of tourism products.

Tourism e-commerce marketing following live-streaming: consumer behavior and verification psychology

Purpose Based on social cognitive theory, this study aims to explore the psychological mechanism behind consumer verification behavior following tourism e-commerce live-streaming. Design/methodology/approach Based on grounded theory, data were collected through 20 semi-structured in-depth interviews and analyzed. Findings This study identified that companies commonly use reminder messages and secondary promotions to facilitate the verification of tourism live-streaming products. Throughout this process, consumers undergo various psychologies related to verification. Specifically, they experience four positive verification psychologies: fear of missing out, anticipated emotions, status self-esteem and promotional perception. They also encounter two negative verification psychologies: psychological reactance and invasiveness. In addition, environmental factors such as the type of tourism live-streaming products and tourism destinations, along with individual trait factors like cognitive miserliness, tourism experience, autonomy, regulatory mode and impulsiveness, play significant roles in shaping verification behavior. These factors collectively influence the formation of verification behavior. Originality/value This study can provide recommendations for tourism companies to conduct marketing events following live-streaming. It is one of the earlier comprehensive studies discussing how to promote verification behavior following tourism e-commerce live-streaming. It helps to understand the psychological mechanism underlying the formation of verification behavior.

Implementation of Levenshtein Distance Algorithm for Product Search Query Suggestions on Koro Pedang Edutourism E-Commerce

Users sometimes write queries that are inaccurate or typos in the product search contained in the Koro Pedang Educational Tourism e-commerce, so the system is not find product search results because the query entered in the system is incorrect. This can frustrate users because they cannot find the product they are looking for, so the users leave the website. According to these problems, it is necessary to suggest a query on the product search function. This is expected to assist users in finding the product they are looking for if there is an error in typing the query. This research purposes were to implement the Levenshtein Distance Algorithm for product search query suggestions on Koro Pedang Educational Tourism e-commerce. The stages of this research, namely the development of the search module, implementation of the Levenshtein Distance Algorithm and testing. The implementation of the Levenshtein Distance Algorithm in the search function for Koro Pedang Educational Tourism e-commerce products, a Suggestion Query is generated for Query typos in the search function with an accuracy value of 90%, Precision 95% and Recall 90.9%. This shows that the performance of the algorithm that has been applied to the search function for query suggestion is very good. The application of the Levenshtein Distance Algorithm gives a positive value to the usability of searching for e-commerce products for Koro Pedang Educational Tourism.

A Novel Deep Learning-Based Visual Search Engine in Digital Marketing for Tourism E-Commerce Platforms

Visual search technology, because of its convenience and high efficiency, is widely used by major tourism e-commerce platforms in product search functions. This study introduces an innovative visual search engine model, namely CLIP-ItP, aiming to thoroughly explore the application potential of visual search in tourism e-commerce. The model is an extension of the CLIP (contrastive language-image pre-training) framework and is developed through three pivotal stages. Firstly, by training an image feature extractor and a linear model, the visual search engine labels images, establishing an experimental visual search engine. Secondly, CLIP-ItP jointly trains multiple text and image encoders, facilitating the integration of multimodal data, including product image labels, categories, names, and attributes. Finally, leveraging user-uploaded images and jointly selected product attributes, CLIP-ItP provides personalized top-k product recommendations.

Digital Inclusivity: Advancing Accessible Tourism via Sustainable E-Commerce and Marketing Strategies

In the fast-paced digital economy, stakeholders across regions, industries and organisational typologies are recognising the growing significance of adopting customer-centric digital strategies. Inexorably, this necessitates the comprehension of consumer behaviours across a diverse customer spectrum, including individuals with disabilities (PwD). In this context, the present expert-driven conceptual research examines tourism digital sustainability and inclusion and elucidates the role of tourism e-commerce platforms in promoting a barrier-free digital environment for PwD and creating a more inclusive and sustainable online marketing landscape. The findings highlight the need for ongoing evaluation and improvement of the user experience to achieve satisfaction, loyalty and stakeholder engagement, as well as the factors in need of consideration towards a barrier-free and sustainable e-commerce environment. Further research could explore the assessment of the framework presented here in a practical context towards implementation to uncover its strengths and limitations.

Exploration of Civic Teaching Practice in the Course of "Tourism E-commerce"—Taking the Civic Element of Rural Revitalisation as an Example

Exploration of Civic Teaching Practice in the Course of "Tourism E-commerce"—Taking the Civic Element of Rural Revitalisation as an Example

Research on the Innovation of Rural Tourism E-commerce Development Path in the Internet Era

Abstract The countryside contains rich tourism resources and business opportunities due to its beautiful natural scenery and unique humanistic environment. The purpose of this paper is to create an innovative path for rural tourism e-commerce development by designing an e-commerce mobile service platform. The F-PBFT algorithm, hybrid collaborative filtering algorithm, and panoramic VR technology are comprehensively applied to provide technical support for platform design. Combining the analysis of tourists, tourist attractions, and other platform service objects, this paper designs and completes a rural tourism e-commerce mobile service platform containing a variety of functions. Exploring the application case of Battle Flag Village, the net profit margin of e-commerce sales in Battle Flag Village after the application of rural tourism e-commerce mobile service platform can reach up to 47.84%, with a year-on-year increase of 18.88%. At the same time, the platform has attracted the attention of a large number of tourists after its application, and the search volume of Battle Flag Village on the platform reaches up to 241,968.33 during the peak hours of the tour, which significantly enhances the popularity of Battle Flag Village and effectively promotes the innovative development of rural tourism e-commerce business in Battle Flag Village.

乡村振兴视域下贵州乡村旅游电商的发展现状及优化路径研究

乡村振兴视域下贵州乡村旅游电商的发展现状及优化路径研究

Tourism e-commerce live streaming: the effects of live streamer authenticity on purchase intention

ObjetivoEste artículo explora el impacto de la autenticidad del streamer en la intención de compra en la retransmisión en directo de comercio electrónico turístico, centrándose en las limitaciones y los procesos subyacentes.Diseño/metodología/enfoqueSe analizaron los datos recopilados de 451 participantes utilizando un modelo de ecuaciones estructurales (SEM).ResultadosEste trabajo halló que cuatro dimensiones de la autenticidad de los streamers en directo -la sinceridad, el respaldo a la veracidad, la pericia y la singularidad- influían positivamente en la intención de compra, mientras que la visibilidad no lo hacía. Además, la sinceridad, el respaldo de veracidad y la singularidad influyeron indirectamente en la intención de compra a través de la experiencia de flujo, mientras que la sinceridad, el respaldo de veracidad, la pericia y la singularidad tuvieron un efecto indirecto a través de la confianza percibida. Además, la autoconstrucción moderó el efecto de la sinceridad y el respaldo de veracidad sobre la intención de compra, siendo el efecto positivo más fuerte para la autoconstrucción dependiente.Originalidad/valorEs el primer estudio que examina las dimensiones de la autenticidad de los retransmisores en directo y sus consecuencias. Este trabajo no sólo proporciona una comprensión mejor y más detallada de la complejidad de la autenticidad de los streamers en directo, sino que también contribuye al desarrollo de la teoría de la autenticidad al responder a los estudios sobre autenticidad individual.

The Impact of Cue-Interaction Stimulation on Impulse Buying Intention on Virtual Reality Tourism E-commerce Platforms

Virtual reality (VR) tourism e-commerce platforms (VRTEPs) can provide trial experience for tourists, which is easy to trigger irrational impulse buying. Based on cognitive emotion theory and S-O-R model, this study innovatively explores the impact of the multi cue-interaction stimulation (the interactivity of VR display and the empathy of text display) of VRTEPs on consumers’ impulse buying intention through the mediating effect of new cognitive and emotional responses, namely, interactive pleasure (perceived usefulness and immersion). The results reveal that: (1) The interactivity of VR display stimulates interactive pleasure, then positively affects impulse buying intention. (2) The empathy of text display only stimulates perceived usefulness to positively affect impulse buying intention. This study also finds that the interactive comparison has a negative moderating effect on the relationship between immersion and impulse buying intention. These findings contribute to developing the new theory for effectively marketing using highly interactive new technology on VRTEPs.

A Multi-Task Graph Neural Network with Variational Graph Auto-Encoders for Session-Based Travel Packages Recommendation

Session-based travel packages recommendation aims to predict users’ next click based on their current and historical sessions recorded by Online Travel Agencies (OTAs). Recently, an increasing number of studies attempted to apply Graph Neural Networks (GNNs) to the session-based recommendation and obtained promising results. However, most of them do not take full advantage of the explicit latent structure from attributes of items, making learned representations of items less effective and difficult to interpret. Moreover, they only combine historical sessions (long-term preferences) with a current session (short-term preference) to learn a unified representation of users, ignoring the effects of historical sessions for the current session. To this end, this article proposes a novel session-based model named STR-VGAE, which fills subtasks of the travel packages recommendation and variational graph auto-encoders simultaneously. STR-VGAE mainly consists of three components: travel packages encoder , users behaviors encoder , and interaction modeling . Specifically, the travel packages encoder module is used to learn a unified travel package representation from co-occurrence attribute graphs by using multi-view variational graph auto-encoders and a multi-view attention network. The users behaviors encoder module is used to encode user’ historical and current sessions with a personalized GNN, which considers the effects of historical sessions on the current session, and coalesce these two kinds of session representations to learn the high-quality users’ representations by exploiting a gated fusion approach. The interaction modeling module is used to calculate recommendation scores over all candidate travel packages. Extensive experiments on a real-life tourism e-commerce dataset from China show that STR-VGAE yields significant performance advantages over several competitive methods, meanwhile provides an interpretation for the generated recommendation list.

Optimization of Consumer Satisfaction Towards Tourism Attractions through Text Mining

With the ascension of tourism e-commerce, a growing number of consumers are placing greater emphasis on consumer satisfaction and posting their travel experiences on tourism e-commerce platform. Processing the online information generated by consumers through text mining has also become a key technology applied in E-commerce. In order to identify the factors that impact consumer satisfaction and find the method to optimize consumer satisfaction, this study collected data from Ctrip.com and applied topic modeling and regressions to online reviews of tourism attractions. The results show that: (1) consumers with higher involvement in tourism websites are more likely to have lower satisfaction with tourism attractions. (2) online reviews that focus more on Price, Entrance and tickets tend to have lower satisfaction, while online reviews that contain more about Scenery, History and culture, Entertainment and Service are more likely to be higher on consumer satisfaction. These findings show that text mining can be instrumental for E-commerce to optimize management strategies.

Intention to apply e-commerce in marketing communication activities in the supply chain of community-based tourism in Vietnam

This study represents a survey data of 466 community-based tourism establishments in the northern provinces of Vietnam such as, Yen Bai, Ha Giang, Tuyen Quang etc., with strongly developed community-based tourism activities based on the technology acceptance model (TAM). The results show that perceived ease of use of e-commerce has a positive and strong impact compared to perceived effectiveness of e-commerce on the intention to apply e-commerce to marketing communication activities in the supply chain of community-based tourism in Vietnam. In addition, if community-based tourism businesses perceive themselves as being modern, it will positively affect the perception of the ease of use and effectiveness of e-commerce, thereby indirectly bringing about a positive impact on the intention to apply e-commerce. Conversely, if they perceive themselves being traditional, it will negatively affect this relationship. Accordingly, this study helps provide practical evidence for promoting the application of e-commerce in tourism in remote, economically difficult areas in Vietnam and elsewhere. Nonetheless, the study remains limited when it has not been done a multi-group analysis to consider different influences of the factors of region, destination characteristics, type of tourism on intention to apply e-commerce for marketing communication activities in community-based tourism establishments.

Retracted: Construction of Tourism E-Commerce Platform Based on Artificial Intelligence Algorithm.

[This retracts the article DOI: 10.1155/2022/5558011.].

Determinants of continued use of tourism and hospitality e-commerce platforms and the role of information transparency

ABSTRACT Information transparency is a major influence on customers’ transaction-related decision-making process in an e-commercial environment. However, existing literature still lacks insight into this phenomenon in tourism management research. This study aims to integrate social cognitive theory into a value-based adoption model to investigate relationships between information transparency, perceived value, and continued use of tourism and hospitality e-commerce platforms. The proposed model was tested using structural equation modelling to analyze data collected from 253 respondents. The analysis revealed that product and transaction information transparency had significant positive associations with the convenience and financial benefit of using a travel-related tourism e-commerce platform as perceived by customers. However, it had significant negative associations with the perceived privacy risk and performance uncertainty. On the other hand, perceived value had a significant positive association with continued use. Additionally, service guarantee moderated the negative effects of perceived privacy risk and perceived performance uncertainty on perceived value. Meaningful findings and implications of the empirical data are also discussed.

Information asymmetry evaluation in hotel E-commerce market: Dynamics and pricing strategy under pandemic

Information asymmetry in different service products is lacking research. Tourism e-commerce as a dynamic financial market driven by advanced information technology deepens the concern for asymmetry brought to hotel consumers. COVID-19 provides a natural intervention on market asymmetry in the hotel price information, which effects are worth evaluating. This study therefore evaluates the degree of information asymmetry in terms of the lodging price of international tourist hotels (ITHs). Through applying the concept of stochastic frontier approach (SFA), this study estimates the degree of information asymmetry and the inefficiencies. The estimation results indicate that the hotel location, traveler type, operation type may cause different information asymmetry. By comparing with the asymmetry before the pandemic, it is found that the asymmetry in lodging price information decreased since the outbreak of the COVID-19 pandemic. Among the six regions studied, the mean range of information equity degree increased from the original 0.634-0.832 to 0.7633-0.866. It indicates that the outbreak of COVID-19 changed the structure of the consumer groups in hotel operations and then affect the hotelier's pricing strategy.

Consistent comments and vivid comments in hotels’ online information adoption: Which matters more?

Information adoption is the basis for tourists’ decision making. With the rapid development of tourism e-commerce, online reviews—especially negative ones—have become the main way for tourists to obtain information. Applying attribution theory and a situational experiment, we included online review features and external attribution as antecedents and employed consumer brand relationship characteristics as moderating variables. Our aim is to determine how negative reviews affect hotel consumers’ information adoption behavior. We found that the vividness and consistency of negative online reviews had positive impacts on consumers’ external attribution behavior; external attribution had a positive impact on perceived source credibility and perceived information credibility; source credibility and information credibility had positive impacts on perceived usefulness; perceived usefulness had a positive impact on consumers’ information adoption behavior; and brand trust and brand commitment had no significant moderating effects on the effect of negative online reviews. Using these outcomes, we make suggestions for managers about conducting hotel marketing by means of online reviews.

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust.

Given that tourism e-commerce live streaming has become an important driver of tourism development after the outbreak of Covid-19 but limited attention has been paid to this area, this study examines the impacts of tourism e-commerce live streaming features (interactivity, authenticity, and entertainment) on the consumers’ purchase intention from the perspectives of consumers’ flow experience and trust based on the SOR theory. The authors collected survey data from 357 tourism e-commerce live streaming consumers and used the structural equation model to test the research model. The results reveal that interactivity and authenticity positively affect tourism e-commerce live streaming consumers’ purchase intention, but entertainment does not influence purchase intention positively; interactivity, authenticity, and entertainment each positively affects tourism e-commerce live streaming consumers’ flow experience and trust; both flow experience and trust positively affect tourism e-commerce live streaming consumers’ purchase intention; both flow experience and trust have mediating effects on the relationships between tourism e-commerce live streaming features and consumers’ purchase intention. This study extends existing theoretical research on tourism e-commerce live streaming and provides some managerial implications for tourism enterprises and streamers.