H8i: For a monthly travel to a unknown destinations perceived preference will be higher for Blogs than for Recommendations during the Dreaming stage H8j: For a monthly travel to a unknown destinations perceived preference will be higher for than for Recommendations during the Planning stage Variable testing: In these hypotheses we will try to determine whether Blogs or Recommendations are used more often per decision stage and per type of travel. We added this extra moderating variable to refine the factor usage. To add the most common types of travel, according to Calantone and Schewe, can better determine in which situation which platform is preferred more . In general we expect that experience format is used more amongst heavy Internet and young users, as they are active on the Internet and play into the social media hype . This hype consists of reading blogs, tweeting about experiences and posting about experiences abroad (Dickinger, 2011). On the contrary we expect that the older generation might prefer advice formats, such as travel websites, as these state more facts and general useful information. Furthermore we expect that the decision stage will vary the usage even more. As the two stages we look into differ in means of usage; during the planning stage people will want to inform themselves about their options where in the booking stage they will want to look at certain sites more directly and more specifically adjust their search pattern . After this study we will be able to determine which format provides the most reliable and credible information, which formats are preferred and which format provides the best insight and connection to the consumer given the decision stage the consumer is in. This will offer website providers and bloggers a better insight into different aspects to focus on, attract and maintain viewers. We will conduct two online questionnaires that we will distribute through different Facebook groups, several LinkedIn circles and mailings to friends and acquaintances of parents and family members. We chose for LinkedIn and mailings because this will expand the population tested with people who are more likely to be users”. People that do not have Facebook, that are older and “light more professional will be included in my research so we can compare different social groups to make conclusions more conclusive.
H8i: For a monthly travel to a unknown destinations perceived preference will be higher for Blogs than for Recommendations during the Dreaming stage H8j: For a monthly travel to a unknown destinations perceived preference will be higher for than for Recommendations during the Planning stage Variable testing: In these hypotheses we will try to determine whether Blogs or Recommendations are used more often per decision stage and per type of travel. We added this extra moderating variable to refine the factor usage. To add the most common types of travel, according to Calantone and Schewe, can better determine in which situation which platform is preferred more . In general we expect that experience format is used more amongst heavy Internet and young users, as they are active on the Internet and play into the social media hype . This hype consists of reading blogs, tweeting about experiences and posting about experiences abroad (Dickinger, 2011). On the contrary we expect that the older generation might prefer advice formats, such as travel websites, as these state more facts and general useful information. Furthermore we expect that the decision stage will vary the usage even more. As the two stages we look into differ in means of usage; during the planning stage people will want to inform themselves about their options where in the booking stage they will want to look at certain sites more directly and more specifically adjust their search pattern . After this study we will be able to determine which format provides the most reliable and credible information, which formats are preferred and which format provides the best insight and connection to the consumer given the decision stage the consumer is in. This will offer website providers and bloggers a better insight into different aspects to focus on, attract and maintain viewers. We will conduct two online questionnaires that we will distribute through different Facebook groups, several LinkedIn circles and mailings to friends and acquaintances of parents and family members. We chose for LinkedIn and mailings because this will expand the population tested with people who are more likely to be “light users”. People that do not have Facebook, that are older and more professional will be included in my research so we can compare different social groups to make conclusions more conclusive.
Dohmen-A.S.M.-314325ad-.docx