Destination Reputation in Online Media: Covered Topics and Perceived Online Dominant Opinion
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Transcript of Destination Reputation in Online Media: Covered Topics and Perceived Online Dominant Opinion
Destination Reputation in Online Media: Covered Topics and
Perceived Online Dominant Opinion
Ph.D. DissertationElena Marchiori
Supervisor: prof. Lorenzo Cantoniwebatelier.net Lab, Faculty of Communication Sciences
Università della Svizzera italiana, University of Lugano - Switzerland
questions classification perceptions findings futuretheoretical
Govers and Go, 2005, 2009 Xiang and Gretzel, 2009
Cultural identity tension Commerce
Tourism hedonic consumption experience
context
eWOM
context questions classification perceptions findings futuretheoretical
Govers and Go, 2005, 2009 Xiang and Gretzel, 2009
Cultural identity tension Commerce
Online public opinions are creating challenges for the tourism industry
Gretzel, 2006; Tussyadiah, et al, 2011; Xiang and Gretzel, 2009; Yang et al. 2008
context questions classification perceptions findings futuretheoretical
eWOM – Social Media shift from an “architecture” brand perspective… Morgan et al. 2003, 2004; Go and Govers, 2009; Xiang and Gretzel, 2009
Rethinking Place Branding strategies
context questions classification perceptions findings futuretheoretical
… to a “live context perspective” Morgan et al. 2003, 2004; Go and Govers, 2009; Xiang and Gretzel, 2009
context questions classification perceptions findings futuretheoretical
eWOM
Public opinions
• Agenda setting theory (McCombs et al., 1972; Weaver et al., 1981; Noelle-Neumann, 1974; Ho and McLeod, 2008)
• Social information processing (Walther, 1992; 2009; Antheunis et al., 2010)
• Signaling theory (Connelly et al., 2011)• Dual process theory
(Deutsch and Gerard, 1955; Chaiken and Trope, 1999; Cheung et al., 2009)
social influence
and
message elaboration
Arndt, 1967; Katz and Lazarsfeld, 1955; Blackwell et al., 2001; Gruen et al., 2006; Hennig-Thurau et al., 2004; Chen and Xie, 2008; Sharma et al., 2012; Blackwell et al., 2001; Zhou and Moy, 2007
context questions classification perceptions findings futuretheoretical
image
reputation
context questions classification perceptions findings futuretheoretical
context questions classification perceptions findings futuretheoretical
Organization reputation studies antecedents reputation consequences
Research Objectives
context questions classification perceptions findings futuretheoretical
Organization reputation studies
Message elaboration Dual process theory Media effects studies
antecedents reputation consequences
Online message cues
??? ???
Second-hand experiences (online conversations)
Belief Attitudes
Confirmation/disconfirmation of prior belief
???
Research Objectives
context questions classification perceptions findings futuretheoretical
Organization reputation studies
Message elaboration Dual process theory Media effects studies
antecedents reputation consequences
Online message cues
??? ???
Second-hand experiences (online conversations)
Belief Attitudes
Confirmation/disconfirmation of prior belief
WHATThematic dimensions of tourism destination
WHICH
drivers influencing the perception of reputation in online media
???
Research Objectives
• simplification • cognitive associations to an object • might drive the behavior
Bergler, 1948; Jackman, 1990
Psychological
context questions classification perceptions findings futuretheoretical
• collective agreement • social construct• give a degree of legitimacy to an actor
Lang & Lang, 1988; Camic, 1992
Psychological Sociological
context questions classification perceptions findings futuretheoretical
Psychological Sociological Economic • cognitive interpretation of the
organization performanceShapiro, 1983; Allen, 1984; Weigelt & Camerer, 1988
context questions classification perceptions findings futuretheoretical
Psychological Sociological Economic
reputation is a de-verbal noun, derived from the latin verb:RE (prefix) = iteration of something- evaluative dimension PUTO (verb) = opinion vs. exact information
Linguistic
putoputo
putoputo
puto putore-
context questions classification perceptions findings futuretheoretical
2. stakeholder 3. relevant object
5. long-term/stable4. social/group of people
Puto -
Re -
1. opinion
b. set of reference values/standards
c. direct / mediated
a. multidimensional experience
context questions classification perceptions findings futuretheoretical
2. stakeholder 3. relevant object
5. long-term/stable4. social/group of people
Puto -
Re -
1. opinion
b. set of reference values/standards
c. direct / mediated
a. multidimensional experience
context questions classification perceptions findings futuretheoretical
Judgments/ feelings expressed on the online conversation Dickinger et al. (2011); Go, Govers (2005); Choi et al. (2007); Pan et al. (2007); Ip et al. (2011); Scharl et al. (2008); Govers, Go (2005); Tussyadiah, Fesenmaier (2009)
Longitudinal Study(professional tools)
Authors, website’ s ownerArsal et al. (2008); Mich, Kiyavitskaya (2011); Zhu, Lai (2009); Chiappa (2011); Burgess et al. (2009)
Tourism destination
multidimensional categories
Dickinger et al. (2011); Go, Govers (2005);
Tussyadiah, Fesenmaier (2009); Choi et al. (2007); Pan et al. (2007); Ip et al. (2011); Scharl et al. (2008)
Information provided by different sources De Ascaniis, Greco Morasso (2011); Inversini, Cantoni (2009)
Online contents analysis: the measurement issue
Offline survey and data presented online produce similar results (Dickinger et al., 2011)
However:- not standard models and procedures- contents online is time consuming - heavy delegation to technology- confusion with:
- consumer brand advocacy- reported consumer experiences- different type of influence(Mandelli, 2011)
context questions classification perceptions findings futuretheoretical
?
context questions classification perceptions findings futuretheoretical
Organization reputation studies
Message elaboration Dual process theory Media effects studies
antecedents reputation consequences
Online message cues
??? ???
Second-hand experiences (online conversations)
Belief Attitudes
Confirmation/disconfirmation of prior belief
WHATThematic dimensions of tourism destination
WHICH
drivers influencing the perception of reputation in online media
HOW
???
Research Objectives
Steps to create a contents classification framework
1. Extensive literature review adaptation of a RepTrak model/Rep Quotient model
structured interviews with the tourism domain experts
2. Online content analysis case studies (n° 4)
3. Survey with the destination demand side (prospective tourists – leisure travelers: 485 usable responses) in order to rank the topic dimensions of the proposed model
4. Test with untrained users in order to evaluate users’ agreements on recognizing the dominant topic, and the dominant feeling expressed on social media pages
context questions classification perceptions findings futuretheoretical
Online contents classification framework
Core Dimensions Drivers Avgposition
Products and Services(Subcategories: )AccommodationFood & BeverageSite AttractionsEventsEntertainmentTransportationInfrastructureOther
1 Destination offers a satisfying tourism product 5.56
2 [D] offers a pleasant atmosphere 8.73
3 [D] offers products and services that are good value 4.49
4 [D] presents accurate information of their products and services
10.14
Society5 [D] offers interesting local culture and traditions 8.62
6 [D] has hospitable residents 8.74
Governance
7 Tourism industry and organizations cooperate and interact 12.02
8 [D] presents innovative and/or improved products and services 12.03
Environment9 [D] has a high eco-awareness 12.6410 [D] has a favorable weather 7.96
11 [D] offers a safe environment 6.78
Performance
12 [D] presents an accurate image 9.2713[D] meets my expectations 9.11
14 [D] offers a satisfying tourism experience 6.93
context questions classification perceptions findings futuretheoretical
Online contents classification framework
Core Dimensions Drivers Avg. position
Products and Services(Subcategories: )AccommodationFood & BeverageSite AttractionsEventsEntertainmentTransportationInfrastructureOther
1 Destination offers a satisfying tourism product 5.56
2 [D] offers a pleasant atmosphere 8.73
3 [D] offers products and services that are good value 4.49
4 [D] presents accurate information of their products and services
10.14
Society5 [D] offers interesting local culture and traditions 8.62
6 [D] has hospitable residents 8.74
Governance
7 Tourism industry and organizations cooperate and interact 12.02
8 [D] presents innovative and/or improved products and services 12.03
Environment9 [D] has a high eco-awareness 12.6410 [D] has a favorable weather 7.96
11 [D] offers a safe environment 6.78
Performance
12 [D] presents an accurate image 9.2713[D] meets my expectations 9.11
14 [D] offers a satisfying tourism experience 6.93
context questions classification perceptions findings futuretheoretical
context questions classification perceptions findings futuretheoretical
Dominant topic recognition – untrained users agreement test
facebook tripadvisor travbuddy - blog
context questions classification perceptions findings futuretheoretical
Organization reputation studies
Message elaboration Dual process theory Media effects studies
antecedents reputation consequences
Online message cues
??? ???
Second-hand experiences (online conversations)
Belief Attitudes
Confirmation/disconfirmation of prior belief
WHATThematic dimensions of tourism destination
WHICH
drivers influencing the perception of reputation in online media
HOW
???
Research Objectives
Argument strength
Message sidedness
Message consistency
Trust attitude towards
social media
Attitude of being an online
reputation seeker
Perceived reputation in social media
H2a
H2b
H2c
H4bH1
H3a
H3b
H3c
H4a
Research Model
context questions classification perceptions findings futuretheoretical
Online Public Opinions facets: exposure to online contents
Antecedents
Argument strength
Message sidedness
Message consistency
Trust attitude towards
social media
Attitude of being an online
reputation seeker
Perceived reputation in social media
H2a
H2b
H2c
H4bH1
H3a
H3b
H3c
H4a
Belief T2
Perceived Belief
Change
Belief T1
H5c
H5d
H5a
H5b
Research Model
Consequences
context questions classification perceptions findings futuretheoretical
Online Public Opinions facets: exposure to online contents
After exposure knowledge
Antecedents
Data collection
context questions classification perceptions findings futuretheoretical
Pilot panel: 10,000 usersUsable: 310
Final panel: 8 groups x 15,000 users = 120,000 users--------------------Total responses: 4,115 Usable responses: 2,5053.4% response rate 313 usable responses per destination
Online survey with Americans internet users gathered from vacationfun.comJuly 23, 2012 to August 20, 2012
detroit kansaslas
vegasnew
orleans orlando phoenixsan
francisco seattle
Section 1: name of a tourism destination: had visited? prior belief about the 5 topic dimensions?
Section 2: subjects were exposed to a list of 20 links Stimuli materials = screenshots of original online conversations related to the given tourism destination. Select and view at least one link.
Section 3: re-evaluation of the 5 topic dimensions + follow-up questions about the study constructs
Section 4: demographic questions
Online questionnaire
context questions classification perceptions findings futuretheoretical
[name of the destination] + [topic category keywords]
Online questionnaire: creation of the stimuli materials
context questions classification perceptions findings futuretheoretical
DetroitKansas CityLas Vegas
New OrleansOrlandoPhoenix
San FranciscoSeattle
Good value for money. costs + accommodation + tipsCulture. culture + tips
Overall image. trip + experience + tips
Weather. Keywords used: trip + weather + tips
Safety. Keywords used: safety + tips
DetroitKansas CityLas Vegas
New OrleansOrlandoPhoenix
San FranciscoSeattle
Good value for money. costs + accommodation + tipsCulture. culture + tips
Overall image. trip + experience + tips
Weather. Keywords used: trip + weather + tips
Safety. Keywords used: safety + tips
[name of the destination] + [topic category keywords]
Online questionnaire: creation of the stimuli materials
context questions classification perceptions findings futuretheoretical
sentiment polarity5-point Likert
+ -
From the URLs analysis: the four highest ranked URLs per each of the five topic dimensions have been selected as stimuli materials
Money Culture Image Weather SafetyDetroit L H L L LKansas H H L H LLas Vegas L H H L LNew Orleans H H H L LOrlando H H H L HPhoenix H L H H HSan Francisco H H H H H Seattle H H H L H
L= Low: majority of sentiment expressed on the URLs is negative H= High: majority of sentiment expressed on the URLs is positive
Online questionnaire: creation of the stimuli materials
context questions classification perceptions findings futuretheoretical
Male 32% Less than $20,000 4.30%Female 68% $20,000-$29,999 6.00%
$30,000-$39,999 6.20%20 years and below 0.50% $40,000-$49,999 9.40%21-25 1.70% $50,000-$74,999 18.90%26-30 3.90% $75,000-$99,999 16.00%31-40 11.70% $100,000-$149,999 14.00%41-50 22.20% $150,000-$199,999 4.30%51 - 60 32.70% $200,000 or more 3.00%61 years and older 27.20% Do not wish to comment 18.00%
Less than high school 0.50% Novice 3.50%High school 9.20% Intermediate User 34.60%Some college, not completed 24.80% Advanced User 43.60%Completed college 34.70% Expert 18.30%Post graduate work 29.60% Use of UGC 79.60%Do not wish to comment 1.30% Not use of UGC 20.04%
Demographic characteristics of the respondents
context questions classification perceptions findings futuretheoretical
context questions classification perceptions findings futuretheoretical
Stimuli viewed1 22.1%
2 – 5 49.4%6 – 10 23.0%> 10 5.5%
Time spent0 to 5 min. 7%6 to 10 min. 36.2%
11 to 20 min. 39.1%21 to 30 min. 8.5%
31 to 1 h. 4.7%1.01 h. and plus 4.5%
Popular destinations: Las Vegas; New Orleans; Orlando; San Francesco; Seattle
Less popular destinations: Detroit; Kansas; Phoenix
Topic selected:overall imagevalue for moneyculture-traditionsafetyweather
Mean Std. Dev. Coefficient Alpha
ARG_1 3.79 .791 0.891ARG_2 3.66 .838ARG_3 3.65 .841ARG_4 3.83 .821SIDED_1 3.77 .922 0.727SIDED_2 3.78 .900SIDED_3 3.75 .873CONS_1 3.6 .778 0.891CONS_2 3.63 .775CONS_3 3.66 .770CONS_4 3.60 .780P_REP_1 3.88 .722 0.664P_REP_2 3.61 .814P_REP_3 3.64 .785P_CHANGE1 2.71 1.051 0.702P_CHANGE2r 2.24 .834P_CHANGE3r 2.22 .844AT_REP1 4.08 .721 0.878AT_REP2 4.02 .782AT_REP3 3.96 .765AT_REP4 4.12 .766AT_REP5 3.98 .771AT_REP6 3.94 .771
Descriptive and reliability statistics for constructs in the model
context questions classification perceptions findings futuretheoretical
Mean Std. Dev. Coefficient Alpha
TRUST_1 3.68 .779 0.808TRUST_2 3.73 .832TRUST_3 3.60 .820TRUST_4 3.59 .942BT1_MONEY 3.26 .881 0.794BT1_CULTURE 3.74 1.100 BT1_IMAGE 3.22 1.078 BT1_SATEFY 3.32 1.104 BT1_WEATHER 3.55 1.054 BT2_MONEY 3.51 .955 0.842BT2_CULTURE 3.84 1.071 BT2_IMAGE 3.31 1.090 BT2_SATEFY 3.49 1.115 BT2_WEATHER 3.82 1.053
Argument strength
Message sidedness
Message consistency
Trust attitude towards
social media
Attitude of being an online
reputation seeker
Perceived reputation in social media
.457
.068
.330
.055
.220
.527
.365
.470
.581
Belief T2
Perceived Belief
Change
Belief T1
.726
.044
n.s.
- .502
Research Model results
R2 : .338 R2 : .694
R2 : .254
R2 : .277
R2 : .133
R2 : .221
CFI=0.912, TLI=0.900, χ2/df ≤ 2.5, RMSEA=0.067, SRMR=0.097
context questions classification perceptions findings futuretheoretical
context questions classification perceptions findings futuretheoretical
Hypothesis Group1 = popular2 = less popular
Path Estimate
H1 P_REP AT_REP
12
0.283 0.167
H2a P_REP ARG
12
0.439 0.506
H2b P_REP SIDED
12
n.s.n.s.
H2c P_REP CONS
12
0.335 0.305
H3a ARG AT_REP
12
0.516 0.511
H3b SIDED AT_REP
12
0.331 0.376
H3c CONS AT_REP
12
0.450 0.472
H4a AT_REP TRUST
12
0.588 0.584
H4b P_REP TRUST
12
n.s.0.109**
H5a BT2 BT1
12
0.709 0.732
H5bP_CHANGE BT2
12
0.073** n.s.
H6a BT2 P_REP
12
n.s.n.s
H6b P_CHANGE P_REP
12
-0.497-0.524 ** = significant > 05
Filter: only with who have not visited the destinations
Grouping among popular (Las Vegas; New Orleans; Orlando; San Francesco; Seattle)Not popular destinationDetroit; Kansas; Phoenix
Findings
context questions classification perceptions findings futuretheoretical
Operationalization of the reputation construct
Perception of a dominant opinion
2. stakeholder 3. relevant object
5. long-term/stable4. social/group of people
Puto -
Re -
1. opinion
b. set of reference values/standards
c. direct / mediated
a. multidimensional experience
context questions classification perceptions findings futuretheoretical
Operationalization of the reputation construct
Tourism destination topic dimensions
products &
services
society
environment
governance
performance
+ -
1. good value for
the money
2. satisfying tourism experience
3.safe environment 4. favorable weather
5. local cultures and traditions
Findings
context questions classification perceptions findings futuretheoretical
Perception of a dominant opinion
Identification of the online messages cues more: argument’s strength, and message consistency;less: sidedness, and trust
confirmation of prior belief
- Role of the experience with the destination- Type of destinations
Features?
- illusory correlation paradigm- conform to the same view
- time issue
Conclusions
context questions classification perceptions findings futuretheoretical
familiarity with the reputation constructlooked at the online dominant opinion
reputation seekers
source of information for the confirmation of prior beliefs
experience with the destination and type of destination
positive effects of online message cues
attitude / antecedents
online features consequences
Future research
context questions classification perceptions findings futuretheoretical
Indicators for monitoring• Message cues and feature cues
• Automatic tools• Long term analysis
Model extension• Construct refinement
• Keywords• Sample• Real navigation• Role of type of destinations
Different contexts• Mobile • Issue of reputation power in online media
Management issue• Impact on decision-making
• Reputation risk management
context questions classification perceptions findings futuretheoretical
listening and learning about a destination from overwhelming online messages
occasion to discover & social control
Practical implications
context questions classification perceptions findings futuretheoretical
Thank [email protected]