Millennials' Hotel Restaurant Visit Intention: An Analysis of Key Online Opinion Leaders' Digital Marketing Content

被引：2
|
作者：
Li, Zhuo [1 ,5 ]
Chan, Chantel [2 ]
Chen, Yi-Fan [3 ]
Chan, Wilco Wai Hung [4 ]
Im, Ut Lon [4 ]
机构：
[1] Macao Inst Tourism Studies, Sch Tourism Management, Macau, Peoples R China
[2] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Hong Kong, Peoples R China
[3] Hong Kong Metropolitan Univ, Li Ka Shing Sch Profess & Continuing Educ, Hong Kong, Peoples R China
[4] Macao Inst Tourism Studies, Sch Hospitality Management, Macau, Peoples R China
[5] Macao Inst Tourism Studies, Sch Tourism Management, Colina Mong Ha, Macau, Peoples R China
来源：
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM | 2024年 / 25卷 / 06期
关键词：
online opinion leadership; key opinion leader; electronic word-of-mouth; millennials; social networking site; digital marketing; WORD-OF-MOUTH; SOCIAL NETWORKS; GENERATION Y; EWOM; IMPACT; INFORMATION; CONSUMERS; REVIEWS; ATTRIBUTES; EXPERIENCE;
D O I：
10.1080/1528008X.2023.2219467
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Social networking sites (SNSs) are popular platforms for people to share and exchange information, especially for the millennial generation. This research uses Hong Kong as a case to study millennials' SNS usage behavior and the impact of online key opinion leaders' (KOLs) reviews on millennials' restaurant visit intention. Using a mixed method, this study first develops a KOLs online presentation framework, then investigates the relative importance of different elements in a restaurant review on buying intention. The findings reveal that Instagram, Facebook and YouTube are the top three most popular SNSs used by millennials in Hong Kong. In restaurant reviews posted by KOLs, photos of food and ambiance, ratings and opinions on food quality, and price are found to exert a significant and positive impact on millennials' restaurant visit intention. This research not only extends the study of online opinion leadership in the context of hospitality, but also provides practical recommendations for hotel and restaurant managers.
引用
收藏
页码：2074 / 2103
页数：30
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