Rodrguez Irene Luce Na

Social Media in Tourism Behaviour
By Irene Lucena Rodrguez
MA in European Tourism Management Bournemouth University Universit de Savoie 2009

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Abstract
The apparition of the Internet has completely revolutionized the world of commerce, and thus consumer behaviour. Recently the static web pages have given way to more interactive web pages; which have lead to the apparition of the social media as an information webbased platform where users can share ideas, thoughts, pictures, experiences and so on. This milestone in the Internet world has implied a new way of communication, which due to the high requirements of information that the tourism industry has, it has completely stirred up tourist behaviour in their search of information. For this reason the main purpose of this research has been to analyse how tourists use social media along their decision-making process of tourism products in order to create a wider understanding on this recent subject. In order to achieve the aim of the research secondary data has been used to provide the desired framework in consumer behaviour and social media platforms. Furthermore, primary research has been carried out using a qualitative approach which has taken the form of semistructured interviews in order to explore and analytically describe in the best way how tourists use social media platforms along their decision-making process. The main results of the study suggest that social media is used by tourists as the principal source of information when travelling. Social media platforms are perceived as user-friendly and as providers of non marketer information, thus, out of marketers bias. However, questions of subjectivity and credibility of the contents placed in those platforms have arisen as a determinant in the use of social media. In addition, it has been also suggested that this credibility might be determined factors such as the previous knowledge of the UCC writer, the traveller experience in travelling, and the tourist experience in the use of ICTs and social platforms. This study concludes some recommendations for the tourism industry in order to take advantage of UCC and increase their presence on the new media; and some recommendations for similar future research in the subject of consumer behaviour.
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MA European Tourism Management

DECLARATION OF AUTHORSHIP
I declare that this dissertation is my own unaided work.
I have not included any material or data from other authors or sources which are not acknowledged and identified in the prescribed manner.
I have read the section in the Student Handbook on Assessment Offences and understand that such offences may lead the Examinations Board to withhold or withdraw the award of Master of Arts.
Author: Irene Lucena Rodrguez Bournemouth, August 2009
Signature:
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Table of Contents
Abstract.............................................................................................................................II Declaration of authorship..............................................................................................III Table of contents..............................................................................................................IV List of figures..................................................................................................................VII List of tables..................................................................................................................VIII List of abbreviations........................................................................................................IX List of appendices..............................................................................................................X Acknowledgements..........................................................................................................XI CHAPTER 1: INTRODUCTION TO THE RESEARCH STUDY..............................2 1.1 1.2 1.3 1.4 Background to the research....................................................................................2 Rationale of the research........................................................................................3 Research aims and objectives.................................................................................4 Layout of the dissertation.......................................................................................4
CHAPTER 2: LITERATURE REVIEW........................................................................6 2.1 2.2 Introduction............................................................................................................6 Part 1: Consumer behaviour in travel and tourism..........................................6 2.2.1 Introduction to consumer behaviour.......................................................6
2.2.1.1 Decision-making process.......................................................................7 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 The tourism product................................................................................9 Complexity of Consumer behaviour in tourism.....................................10 Tourist decision-making process and models........................................12 Factors influencing the decision-making process in tourism.................14 Typologies of tourist behaviour.............................................................15 Online tourist behaviour: the new client, the new tourist......................17 2.2.7.1 The Web as a platform: Web 2.0..............................................17
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2.2.7.2 The new consumer, the digital user..........................................18 2.2.7.3 The new tourist.........................................................................19 2.3 Part 2: Social Media, the new tourist information platform ..........................21 2.3.1 2.3.2 2.3.3 Introduction to Social media: concept and evolution............................21 Social media platforms..........................................................................22 Social media as the new platform for Word of Mouth
(WOM)...............................................................................................................25 2.3.4 2.3.5 2.3.6 2.3.7 2.4 Perceived benefits of eWOM.................................................................26 Determinants of eWOM influence........................................................28 Managing eWOM in tourism sector......................................................30 Relevance of eWOM in tourism behaviour...........................................32
Summary...............................................................................................................33
CHAPTER 3: METHODOLOGY.................................................................................34 3.1 3.2 3.3 3.4 3.5 Introduction...........................................................................................................34 Outline of the method...........................................................................................34 Introduction to the method approach....................................................................34 Aims and objectives..............................................................................................35 Research Strategy..................................................................................................35 3.5.1 3.6 3.7 Data gathering........................................................................................36
Secondary research................................................................................................36 Primary research...................................................................................................38 3.7.1 3.7.2 3.7.3 3.7.4 Quantitative versus qualitative..............................................................38 Reliability and Validity.........................................................................39 The instrument of the research: the Interview.......................................40 Sampling................................................................................................41
3.8 3.9 3.10
Data analysis.........................................................................................................42 Limitations............................................................................................................43 Summary...............................................................................................................44
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CHAPTER 4: MAIN FINDINGS...................................................................................45 4.1 4.2 Introduction............................................................................................................45 Decision-making process.......................................................................................45 4.2.1 4.3.2 4.2.3 4.2.4 4.2.5 4.2.6 4.3 4.4 Travel desire.........................................................................................46 Information search...............................................................................46 Evaluation of alternatives....................................................................49 Purchase decision.................................................................................53 Travel preparations and travel experience...........................................55 Travel satisfaction and outcome..........................................................56
Push and Pull factors for using Social Media in tourism.......................................58 Summary................................................................................................................59
CHAPTER 5: CONCLUSIONS AND RECOMENDATIONS....................................60 5.1 5.2 5.3 5.4 Introduction............................................................................................................60 Overall conclusions................................................................................................60 Recommendations for the tourism industry...........................................................61 Recommendations for Future Research.................................................................63
BIBLIOGRAPHY............................................................................................................65 APPENDICES..................................................................................................................76
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List of tables
Table 2.1: Benefits of Word of Mouth communications Table 3.1: Quantitative versus Qualitative Table 4.1: Advantages and disadvantages of Social Media platforms as a source of UCC information
27 39 58
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List of figures
Figure 1.1: Dissertation layout and structure Figure 2.1: Model of Consumer decision-making Figure 2.2 The complexity of consumer behaviour in tourism Figure 2.3: Travel buying behaviour Figure 2.4: Factors influencing the holiday decision Figure 2.5: The new tourist Figure 2.6: Key Social Media platforms Figure 3.1: Outline of the method Figure 3.2: Qualitative data analysis Figure 4.1: Decision-making process
4 8 11 12 15 20 23 34 42 45
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List of Abbreviations
UCC DMP WOM eWOM EKB SMM DN DI DWP
User Created Content Decision-Making Process Word of Mouth Electronic Word of Mouth Engell, Kollat and Blackwells model Social Media Marketing Digital native Digital immigrant Digital Wise Person
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List of Appendices
APPENDIX 1: ADVANTAGES AND DISADVANTAGES OF INTERVIEWS APPENDIX 2: TYPES OF INTERVIEWS APPENDIX 3: INTERVIEW GUIDE APPENDIX 4: TRANSCRIPT OF INTERVIEE 3 APPENDIX 5: TABLE OF QUALITATIVE DATA ANALYSIS
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Acknowledgements
First of all I would like to thank to my supervisor and different teachers who have give me some advices and guidelines in the completion of this dissertation.
Second I would like to thanks to my parents and brothers for their dedication and strong and continuous support and confidence they always place on me.
Third I would love to thanks to all my interviewees, thanks to them I could apply the research instrument and obtain lots of interesting information.
Finally I would also like to thanks all my friends and classmates who have provide me with their strong support and advices.
Thanks.
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Chapter 1: Introduction to the research study
1.1 Background to the research
We should look not to technology as our guide to future success, but to the consumer Christie and Collin (2000) The apparition of the Internet involved a milestone in consumers life. It revolutionised the developed countries of the world producing a real change in consumer behaviour, in how commerce is made and how consumers search for information when purchasing. According to Internet World Stats (2009), in the last 9 years Internet users have grown up from 360 million in 2000 to 1596 millions in 2009. And focusing in Europe, nearly 400 million users have been registered in 2008 (Internet World Stats, 2009). Thus, this vastly evolution and number of users in the world and in Europe has raised importance and interest on the topic. Furthermore, not only the apparition of the Internet but its evolution from the traditional static websites (web 1.0) to the creation of interactive websites (web 2.0) has involved another milestone in consumer behaviour. The need and desire to communicate is in the very nature of people; and these interactive web pages or platforms which allow users to participate expressing themselves, they forms the new way of online communication. Along the decades societies have changed, people have become busier, more stressed and immersed in a complex reality were information becomes a raw material in everyone life. Due to this change, time has become a precious item; as a result, the Internet with interactive web pages and social platforms emerges as a fast, effective and reliable way to communicate and find information. Social media platforms are built from the collective knowledge of consumers and are directed to consumers (OReilly, 2004). It is more consumer oriented information and thus more better accepted as real and far away of marketer bias. Hence social media platforms are by no means the new platforms of communication since society has evolved requiring new ways of interaction and the Internet has evolved allowing consumers to establish a bidirectional flow of communications. This fact is supported by Universal McCANN (2008) in his report Power to the people, social media tracker , which claims for instances that there are currently in the world more than 346 millions of people reading blogs, 307 millions visiting friends social networking sites, 248 millions sharing photos and 272 million users having a profile in a social networking site.
MA in European Tourism Management

This evolution of the Internet and the apparition of the social media platforms on scene are of great importance for the tourism industry, which according to Buhalis (2002) it is a very extensive information industry. Tourists need of high levels of reliable information in the purchases of tourism products in order to reduce the risk caused by the complexity of the product. In consequence, tourists search for quality and easy to access sources of information. According to the IPK (2000) Internet is the main source of information when travelling. Thus, the apparition of those online platforms which allow tourists around the world to share their ideas, thoughts, opinions, pictures and experiences; they have completely stirred up tourists behaviours when searching for information. The new tourist emerged from the evolution of society is more experienced and sceptical in regards to marketed information sources. Therefore, social media platforms emerge as tourist-friendly platforms where contents comes from the collective intelligence of tourists, opposed to traditional marketer-dominated sources, and thus, they are perceived as more reliable and trustworthy sources of information. Hence, the have the potential to be the tourists information platform for excellence.
1.1
Rationale of the research
The second phase of the Internet has supposed a complete revolution on consumer behaviours. Internet users are not anymore a passive character but a more interactive one able to interact with other users sharing experiences, information, ideas via forums, social networks, chat rooms, video and photo sharing platforms and so on. Thus a great change has happened and which the new generations of tourists have to overcome, adapt and take advantage of it. This forms a recent and interesting phenomenon worthy to study. In addition, this recent phenomenon has motivated the researcher for different reasons. In the first place, the researcher is greatly interested in tourism psychology and sociology; understanding how tourists behave is probably the best way to provide them with the best service/experience adapted to their specific needs and expectations. And as Swarbrooke and Horner (2007) pointed out, understanding consumer behaviour forms the base for developing successful marketing strategies. In the second place, the researcher is a regular user of just a few social media platforms, therefore the field of social media was presented like unexplored for her; as consequence, interesting to discover, learn and study. And in the third place, the

researcher believes that peer to peer communications are not just the present but the future, thus, understand how they work was perceived as interesting.
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Research aims and objectives
In this world of constant technological evolution consumers, especially tourists are changing their behaviour patterns looking for more tourist-friendly sources of information. Thus the aim of this dissertation is to analyse how tourists use Social media platforms along the decisionmaking process with the following objectives: Identify in which phases of the DMP and for which reasons tourists use the social media platforms Find out if there are differences in the use of the social media for the 3 generations of digital users and analyse them Examine UCC or the eWOM founded in social media platforms serve as a determinant or just as a source of information of travel decisions
Examine which factors determine UCC credibility
1.3
Layout of the dissertation
This research study is structured as illustrated in figure 1.1:
Figure 1.1: Dissertation layout and structure

Chapter one: Introduction to the research study In the first chapter the research study is presented. Background information to the subject of study is provided as well as the aim and objectives proposed to achieve. In addition, the insights of the researcher for choosing the subject are also shown. Chapter two: Literature review In the second chapter the relevant theories to the topic of study are presented. Theory is divided in two main lines: Consumer Behaviour and Social Media as a source of information. Concerning Consumer Behaviour, the focus will be upon the decision-making process, the factors which influence the process as well as some touches of the new online consumer/tourist. In regards to Social Media as a source of information, the main platforms of social media are presented as well as its union to eWOM highlighting its importance for the tourism industry and consumer behaviour. Chapter three: Methodology In the third chapter the research method and the different approaches used to achieve the aims and objectives will be presented and properly justified. Furthermore additional information related to the sample, when, where how and why the respondents were selected and interviewed will be provided. The limitations to the research study will also be shown in order to gain a wider understanding on the direction that the research method has followed. Chapter four: Main findings In the fourth chapter the results of the primary research will be exposed and linked to the main lines of theory presented in the literature review. The structure of the main findings have been devised from the literature review, thus, results will be structured according to the different stages of the decision-making process. Chapter five: Conclusions and Recommendations In the fifth chapter the conclusions extracted from the main findings will be discussed and complemented with the theory. Finally the researcher will propose some recommendations to the tourism industry and future research.

Chapter 2: Literature review Social Media in the Tourism Behaviour
2.1 Introduction
This chapter reviews literature in Tourism behaviour with special focus in the decision-making process and social media as a source of information. The literature will allow the author to create the theoretical base of the research trough the use of secondary data.
2.2
2.2.1
Consumer behaviour in travel and tourism

Introduction to Consumer behaviour
The field of Consumer behaviour is a recent and young discipline which is form by contributions of many other disciplines such us sociology and economy in order to understand the way consumers behave (Blackwell et al. 2006). It focuses on individuals making decisions about the use of their available resources (time, money and effort) in the purchase of goods and services related to consumption (Schiffman and Kanuk 2005). Solomon et al. (2007 p. 7) defined Consumer behaviour as the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Salomon identifies the existence of a process, process which normally implies a sequence of stages by which a consumer has to overcome to purchase a good or service. This process goes from the recognition of a need or problem until the outcome of the purchase; it is known as the decision-making process (Swarbrooke and Horner 2007). As seen from Salomons definition, the purchase is made by consumers who might be individuals or groups and who can enjoy of a product, service or experience bought for themselves or by a third party. In addition, this act of purchase is done in order to satisfy some needs and expectations which consumers need to fulfil. Thus, Salomons statement implies questions such us who buys? what do consumers buy? How?, why?, where?, when and how frequently?. Hence, from these questions it is possible to appreciate the huge dimension which consumer behaviour covers and its link to the marketing field. Understanding consumer behaviour is the key for the success of a firms marketing (Blackwell et al. 2006).

2.2.1.1 Decision-making process
Many theories have been proposed to study and explain the consumer behaviour field. However, due to the complexity of the theories proposed, models where developed in order to understand how consumers behave. The first models of consumer behaviour were developed in the sixties borrowing theories from other sciences such us psychology or sociology. Thereafter, the classical models of Consumer behaviour were developed by some of the following authors: Adreason (1965 cited Abdallat and Emam 2001) proposed a model focused on the importance of the information along the purchasing process. The author remarks the importance of consumer attitudes when deciding. However, the model eventually fails to consider the attitudes in the repetition of future purchases. Nicosia (1966) presented a model composed of four fields or stages where consumer and producer try to get involved in a relationship; the consumer goes trough and evaluation process; a purchase process; and finally the post purchase process. This model, however, it has not been empirically tested and it does not define several variables ( Lunn, 1974 cited Abdallat and Emam 2001). Howard and Seth (1969) proposed a model identifying the consumer as a problem solver and whom depending on the knowledge the person had in regards to the market, three different levels of decision-making were presented: Extensive problem solving where the consumer has no knowledge at all of the market; limited problem solving where the consumer has little knowledge of the market; and habitual problem solving, where the consumer has a wide knowledge of the market. He also recognizes in his model the importance of the inputs introduced in the model and the idea that consumers arrange the inputs in different ways in order to choose among the possible alternatives. Engell, Kollat and Blackwell (1968 cited Williams 2002) presented their last version of their comprehensive model on the decision-making process in 1978. They produced one of the most important texts in the field of Consumer behavior creating a model designed to study the purchase of high risk items, as it is the case of tourism (Williams, 2002).
Figure 2.1: Model of Consumer decision-making Source: Engell, Kollat and Blackwell (1968) in: Williams (2002)
As it can be seen from figure 2.1 and as it has been pointed out before, the decision-making process is a sequence of stages. Stage one: Motivation and recognition of a need. In this very first stage the consumer realizes, influenced by internal or external factors of himself that he needs to fulfil a need which has suddenly appeared. Stage two: Information search. In this second phase, the consumer starts looking for information about his purchase decisions. Depending on the level of routine that this act suppose, he will spend more or less time in this phase. And as Blackwell et al (2006 p. 75) points out, the consumer will be influenced by two types of sources: marketer dominated and non marketer-dominated. The former one refers to all the information produced by marketers in order to inform or persuade consumers; and the last one refers to friends, family and the media. As Engel et al (1992 cited Oorni 2004) claimed consumers usually rely on both types of information; it is very rare that consumers just rely in one source. And as Berelson and Steiner (1964 cited Oorni 2004) pointed out, all information sources are usually complements instead of competitors.

Stage three: Evaluation of alternatives. Once all the information has been collected, the consumer has to evaluate all the alternatives which have appeared in the previous stage. In this phase consumer is going to be influenced by his attitudes, values and motivation among other factors. He has to select, evaluate the gains and losses of the different alternatives. Stage four and five: Purchase and Outcome. After having evaluated the possible alternatives a decision have to be taken. Afterwards the consumer will sense a feeling of satisfaction or dissatisfaction with the outcomes, and thus, depending on his level of satisfaction his next purchase will be influenced in a positive or negative way. The experience of a purchase may modify the behaviour of future purchases. This model has been further criticised for being more descriptive than predictive (Williams, 2002), and for not taking into consideration the relationships which happen along the process (Bareham, 1995). However, it has to be pointed out the fact that all models fail in being very descriptive trying just to represent the complex theories of consumer behaviour. Moreover, they are more than ten years old and little empirical research has been conducted to test them (Abdallat and Emam 2001).
2.2.2
The tourism product
Focusing on the tourism field and concentrating on the tourism product, it has to be considered its complexity in order to understand consumer behaviour in tourism. The tourism product is not a simple item, good or service of consumption; the tourism product is a bundle of activities, services and benefits that constitute experiences (Medlick and Middleton 1973 cited Carmichael 2005 p.185). It constitutes a mix of the characteristics of the services and the singular features of the tourism industry, what really differentiate the product from any physical good (Yilmaz and Bitizti, 2005).
According to Middleton (2001); Rey (2004); Seaton (1994); Kotler et al. (2005) it is agreed that the main characteristics of the tourism product are the followings: Intangibility: Services cannot be seen, smelled or even touched, what means that they cannot be perceived from the senses. The tourist product cannot be proved before consuming; this is one of the facts which make of tourism a high risk activity

Heterogeneity: Services are offered by people, what means that it is not possible to obtain two products alike Perishability: The product which is not consumed when it is offered, it is considered lost as long as there is no possible stock Inseparability: The tourist product is produced and consumed at the very same time, in a simultaneous way Seasonality: demand is highly fluctuating among the seasons of the year High fix costs of operations: the basic infrastructures for the tourism activity suppose great fix costs. (E.g. buildings and transport infrastructures) Interdependence: Tourists consume not just a single product or service but a bunch of services and products combinations, thus all of them are interdependent. Due to all the particularities and unique characteristics of the tourism product, tourists develop a special behaviour in their decision making process. It is highlighted by authors such us Seaton and Bennett (1999) that tourism encompasses a great risk and involvement to consumers. Thereafter it is possible to appreciate the immense relevance that the choice of a tourism product have upon consumers. In addition, and as seen in Seaton (1994) tourism involves the expenditure of a large amount of money in a product which cannot be tested. In fact, tourists buy promises about something which might be or might be not accomplished in the future (Werthner and Klein, 1999). And as Seaton (1994 cited Seaton & Bennett 1998 p.25) stated: the opportunity cost of a failed holiday is irreversible. Therefore the importance of a good choice is of great importance.
2.2.3
Complexity of Consumer behaviour in tourism
The characteristics of the tourism product entail in a complex behaviour and decision-making process by consumers.
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Figure 2.2: The complexity of consumer behaviour in tourism Source: Swarbrooke and Horner (2007)
The model shows that due to the uniqueness of the tourism product, its purchase implies a high involvement and commitment on the purchase decision due to the high risk decision it represents. This fact implies the need of higher levels of information in order to reduce the risk perceived, what derives in an extensive information search process (Urbany et al. 1989 cited Jang 2004). Furthermore, tourists are strongly influenced by other people because they need information and advice of people who have had a similar experience; might be family, friends or even people of the same online community. The purchase of a tourism product is made in a long term decision implying a high emotional significance. A holiday or a travel it is usually perceived as an important event in a persons life which the moment of purchase and consumption are different in time, therefore, a careful selection of alternatives is usually carried out for reducing the perceived and constant risk (Swarbrooke and Horner 2007). There are high levels of insecurity which are due to the intangibility of the product. Because as it has been mentioned before, the tourism product cannot be tested before purchase; and it might be or might not be accomplished in the future (Werthner and Klein, 1999); fact which as a consequence it produces strong effort in the collection of information in the pre-travel stages. The more information the consumer has the less insecure he will feel.
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2.2.4 Tourist decision-making process and models
Now that the complexity of the tourism product has been explained, it is of great importance to present the different models of decision making process in tourism which has been proposed in the course of the years. As it has been mentioned before, tourism is a high involvement activity and thus, in the present report only some of the high involvement models will be discussed. Wahab, Crampon and Rothfield (1976) were ones of the first authors who tried to create a wider understanding on the subject. They develop a basic model based on the classical grand theories models of behaviour upon the identification of the singularity of the tourism product. Schmoll (1977 cited Cooper and Gilbert 2008) propose a model based in the determinants of travel behaviour which are influenced by factors such us travel stimuli, image, confidence, cost and time constraints. Although the model identifies significant attributes and values of tourist behaviour it has been criticised for being a static model as there are no inputs or feeback loop in it (Cooper and Gilbert 2008). Mayo and Jarvis (1981) based their model is the Howarth and Seth model where the decision making process is a sequence of stages where the consumer is seen as a problem solver. They point out the special characteristics of the tourism product and they highlight the importance of the information and evaluation stages. However they still fail in provide an activity based theory (Cooper and Gilbert 2008). Mathieson and Wall (1982), created a model based in the classical models of consumer making process proposing a five stage model over a framework of four interrelated factors: tourist profile, travel awareness, destination resources and characteristics and trip features. However, the model has been criticised for taking a product based perspective instead in a consumer based perspective (Cooper and Gilbert 2008). In figure number 2.3 it is possible to appreciate the five stages process that Mathieson and Wall (1982) proposed for the tourism product.
Figure 2.3: Travel buying behaviour Source: Mathieson and Wall (1982) in: Cooper (2005)
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The model represents a simple process of stages similar to EKB model; the main difference is that the outcome stage proposed by Blackwell et al. (1968 cited Williams 2002) it is divided in this model by two separate stages: the pre-travel and during travel stage and the post travel stage. As it has been mentioned before, tourism products are not bought and consumed at the same time, there is a gap in time since the travel is bought until it is consumed and this model represent it. As it has been pointed out before, due to the nature of the tourism product, the information research in tourism it is not just a single stage in a process, it is an ongoing process which goes along the DMP as new options appear and new decisions have to be taken. Snepenger et al. (1990) and Fodness and Murray (1998) argue that due to the high amount of information required by tourists when searching for information, information strategies are develop in order to select the best sources. Furthermore, Snepenger et al. (1990) identifies four main factors influencing the search process: first the composition of the holiday groups, second the presence of family and friends at the destination, third the prior visits to the destination, and fourth the degree of familiarity linked to the destination. Apart from these four factors, Moutinho (1987 cited Luo et al. 2004) claimed that the purpose of the travel remains the biggest influence on the tourist behaviour and in special on the information search. This means that depending on the type of tourism tourist are going to practice at the destination they will look for different types of information, use different sources of information as well as they will concede more or less importance to the information found in regards to the attributes of the tourism product sought. Another interesting point to mention is the fact that decisions are not constant or have a lineal tendency; decisions might be affected by many internal and external factors which may change among people trough their life cycle (Swarbrooke and Horner, 2007). All the models exposed above have been an interesting attempt to understand the tourist behaviour, however according to Horner and Swarbrooke (2007) most of them fail in the same points: first, models are based on little or no empirical research and most of them are at least fifteen years old; fact which represents a real weakness in a changing society where new technologies are revolutionizing consumer behaviours. Second, many models do not recognize the importance of the motivators and determinants on the decision process. Third, they assume that the purchase decision is a rational one; however, sometimes it is not. Fourth, some models consider the purchasing process as constant, when depending on the travel or tourism product the tourist may change its preferences and may be influenced by other factors. Fifth, they are very complex for marketers to use them. And sixth, tourists are usually considered as a
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homogeneous group. However, the tourist can travel alone, in group, in family, can be experienced tourist or not experienced tourists, they have different personalities, as well as they are differentiated by economic, sociologic, psychological factors. Understanding the tourist behaviour is the base to develop a successful marketing strategy. And as Swarbrooke and Horner (2007 p. 3) stated, Consumer behaviour is the key to the underpinning of all marketing activity which is carried out to develop, promote and sell tourism products . Therefore it is of highlight importance the study of the subject. Although all the models are not perfect, all of them offer a wider understanding on the tourist decision making process field. All of them explain the different stages and factors which may influence the decision-making process as well as take into account the complexity of the tourism product. Thus, a general idea of the complexity of tourism behaviour may be created.
2.2.5
Factors influencing the decision-making process in tourism
As it has been mentioned before, the choice of a tourism product is the outcome of a very complex set of decisions. When buying a holiday, the tourist is buying several tourism products, products which are different in nature as well as interdependent. As consequence the tourist will be affected by many factors, might be internal to the tourist or external in the environment, and which will influence the different elements of the holiday separately. (Horner and Swarbrooke, 2007) The problematic of the tourist decision is that once the purchase of a holiday has been concluded, the tourist does not stop taking decisions. The purchase of a holiday is not the ultimate decision; the person will continue taking decisions all over the holiday about the activities in which he may participate at the destination. The principal factors of which a tourist can be influenced into his decisions are the following:
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Figure 2.4: Factors influencing the holiday decision Source: adapted from Horner and Swarbrooke (1996) in: Horner and Swarbrooke (2007)
From the graphic it can be highlighted the wide range of factors which can influence the travel decision, both internal and external to the tourist. As external factors it is interesting to highlight word of mouth communications and travel media for the purposes of the present research; they both influence decisions from an information source perspective. It must be said that all these factors are strongly related to tourist motivations and determinants, and that depending on the very single tourist they will affect in different ways.
2.2.4
Typologies of Tourist behaviour
Along the decades, researchers have tried to predict the tourism demand; with this, academics of specific areas of study such us psychologists, sociologists or even economists have formulated different typologies of tourist behaviour. These classifications have been carried out with the
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aim to explain and create a bigger understanding of factors and patterns which make tourist interact in different ways in the travel decision process of the various consumer segments. Cohen (1972 cited Cohen 2004) the sociologist, identified four types of tourists: The organizational Mass tourist who buys tourists packages or all inclusive tours in order to visit classical mass tourism destinations, where everything is predetermined before hand and has a low degree of participation and involvement in the travel search for information. There is no sense of adventure or exploration. He/she belongs to an institutionalized type of tourism where the contact with the organizers of tourism industry is a constant. The individual mass tourist is similar to the organizational mass tourist, however this one is flexibility on his/her decisions and want to participate more in the process. The tourist strongly depends on the tourism industry but want to try some new things out of the closed and predetermined packages. The explorer is more adventurous, he wants to find his/her own experience participating actively in this decision choice. He arrange most of the elements of the travel by himself/herself, however sometimes he/she has to turn to a travel agency or tourism professionals to get some comfort or security amenities. The drifter looks for intensive experiences and he want to feel immerse in local communities. He/she completely abandon his relations with the institutions of tourism systems planning everything by him. He practiced a non institutionalized type of tourism. With this classification of tourists Cohen established an interesting link between the need of living unique experiences and the need of the perception of security. The more secure a tourist wants to feel, the more he will trust on tourism specialist and thus he will live less unique experiences (more standardized). Stanley Plog (1974 cited Plog 1991) developed a similar psychociological model designed to explain what type of people prefer what type of destination according to its psychographics characteristics. To the author, tourist population could be divided into a continuum of personalities distributed along the Gauss curve; from psychocentrics, individual travellers whom look for the unexplored, in one extreme to allocentrics, mass tourism tourists, in the other.
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After Cohen and Plog, researchers such us Dalen (1989), Smith (1989) or Urry (2002) for instances; they have attempted to create new categories of tourists based on their subject of research. It has to be pointed out that all the models proposed until now they are just descriptive and not relevant to the general tourism demand. They are just focused in one area of study and not in the bigger dimension where the tourist is immerse. In addition, they also fail in the same thing: they do not take into account the factors which determine the different types of tourists (Sharpley, 1999). These factors might be grouped into demographic and socioeconomic factors such us age, life cycle, gender and income; and structural social factors such as the existence of nontourists and capitalist tourism (Sharpley, 1999). Every person goes trough different stages in life, and depending on the age, familiar circumstances or income tourist will change from one typology to another. Moreover, in these classifications it is not always the tourist who can decide what tourist is going to be, but it is the society who is going to classify you (Swarbrooke and Horner, 2007).
2.2.6
Online tourist behaviour: the new client, the new tourist
2.2.6.1 The web as a platform: Web 2.0

The development of the information communication technologies (ICTs) and the Internet, it has completely revolutionized the way people interact and behave with each others in the day to day activities. The traditional commerce that our grandparents knew, it does not exist anymore, now most of the businesses belong to the electronic commerce world (ecommerce). Ecommerce can be defined as the process of buying, selling, transferring or exchanging products, services and/or information via computer networks, including the Internet (Turban et al. 2006. p4) In this new world of ecommerce, ICTs are continuously evolving, pushing consumers to the adaptation of the new technologies and emerging technological trends. The Internet has suffered a deep change from its very early stages where the web was static and users could only read the information which professionals upload to the Internet; it was a unidirectional flow of communication. In 2005 Tim OReilly claimed that nowadays society is living the second phase of the Internet, the so-called Web 2.0. In this new phase, the Web is considered as a platform where the user is not anymore a passive character; the user has become an active character able
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to create and generate contents and services (Nafria, 2007); it is a bidirectional flow of communication (Dellarocas, 2003). Web pages have become interactive allowing users to establish relationships with other users (peer to peer) and meet via online communities, forums, chat rooms and different social media platforms; and this is done in order to exchange information concerning for instances products, experiences, opinions and ideas. Thereafter, this bidirectional information exchange process supposes an enormous impact upon tourist behavior. The tourist is not just using marketed information but also non marketed information sources via Internet; users are more than ever in power. According to Chung and Buhalis (2008) in the Web 1.0 phase, tourists could just use the Internet as a mere source of information. However in this Web 2.0s phase tourists can use the Internet before the travel in order to find information and make purchases; during the travel trough blogs and forums and after the travel experience sharing photos, writing opinions, uploading pictures and videos and so on. Thus, it can be concluded that not only the web pages have changed, but consumers too. And if web pages have evolved it is not only due to the new technologies but also to satisfy the needs and expectations of new customers.
2.2.6.2 The new consumer, the digital user

Marketing Professionals such as Maldonado (2008) or Pons (2008), they have pointed out the fact that the new client is changing, is moving on to the ADPROSUMER (advertiser, producer, and consumer). AD (advert) - the client is satisfied or dissatisfied with a product or service and thus he shares his experience with others, turning into their major content advisor. The viral strength which has a satisfied client is incalculable (Maldonado 2008). PRO (producer) - it is a new generation of clients which produce information (reviews, comments, assessments, photos, videos, podcasts) and it share them with the others. SUMER (consumer) - the client does not only produce information but also he uses it. As consequence to this new phase of the Internet consumers not only consume products but produce contents and serve as advertiser of products. To an adprosumer most of the TV advertisements, radio, magazines, touristic webs, and tourism offices might be unnoticed; they
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trust more in the good experience of other clients of the same profile. This means that they give more importance to the word of mouth generated by other consumers opinions of the same profile rather than professional information of businesses and professionals. Thus, peer to peer communications are becoming the preferred way for communications. Some authors such us Presky (2001) or Maldonado (2008) have studied the new type of consumer emerged from the new society and technological trends. Maldonado (2008) claims that in the world of the social software (web 2.0) it is possible to distinguish among three generations of users/consumers: Digital natives are users of 12-30 years old whom adopt the new technologies in a very natural way. They have born in this new age of Knowledge and Information society; as consequence it is something natural, they have or are growing up with this technology era. They are the native speakers of the Internet language. They use instant messaging, mobile phones, blogs, geolocalization and different social applications where they can share contents Digital Immigrants are users of 30-50 years old. They are on the peak of their professional career; therefore they do not have enough time to be up to date with the technological advances. However, they have to do it if they want to compete with younger generations. They have to do a big effort in order to adapt themselves to the new technologies and Internet applications. Digital wise people are users of 50 onwards who despite of the fact that their learning curve is high, they have time to investigate and learn in order to be up to date. Digital consumers (adprosumers) belong to different generations; therefore, they have grown up with different values, attitudes, knowledge, experiences and technologies. According to Teo (2001) age, gender, economic profile, technological knowledge and Internet skills (among other factors) determine the use that consumers might do of the Internet. Studies such as that of Sexton et al. (2002) demonstrate that the level of computer or Internet skills and knowledge is negatively related to the use that different generations give to the Internet as a source of Information. This means that the older a person is, the less is supposed to use the new and different applications of the Internet; and that younger generations will make a wider use.
2.2.6.4 The new tourist

When concentrating on the tourism sector, this new innovation in TICs and the new digital user leads to the new tourist. This new tourist which according to Buhalis (2002) is more
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sophisticated, more demanding, and requires high quality products; this tourist has a wider knowledge of tourism destinations and products, he is more experienced and he gives high value to money and time. The new tourist has clear preferences and he is always comparing the different alternatives. In addition, new tourists are more cultural and environmental educated, looking to get more involved in local societies when travelling. Tourists from all part of the most important tourism generating regions in the world are becoming frequent travellers, and they are linguistically and technologically skilled (Buhalis 2002).
Figure 2.5: The new tourist Source: Adapted from Poon (1993)
The tourist is not anymore a passive customer who goes to a travel agency and sits down for several hours so he goes out of the agency with a holiday purchased. The new tourist is more active, like to get involved in the purchase process and it is flexible in the choice and service delivery (Poon, 1993). Now he is using less travel agencies focusing more on the Internet as the main source of information and purchase of tourist products. According to Buhalis (2002) there are several factors which motivate tourists to use the Internet: first the richness and deepness of the information provided. Tourists can get a great amount of information of the different alternatives at the same time; second the information provided is easy to use; third tourists can
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access at the information at any time and with a low cost and fourth tourism products are usually offered at discounted prices as suppliers operate with fewer intermediaries. This were the main motives for using the Internet in its first phase (Web 1.0), however in the Web 2.0, apart from the reasons named before, tourists go to the Internet to seek for the so-called Social Media platforms in order to find other users experiences and opinions, to share photos, videos, experiences, ideas and create new relationships. And according to McGrath (2008) this is done for three main motives: Trust, it is non marketed information and thus it is perceived as more reliable; Simplicity, it is easier to participate; and Interactivity of the content, which is wide and varied.
2.3
2.3.1
Social Media, the new tourist information platform

Introduction to Social Media: concept and evolution
The evolution of the internet, as well as the constant evolution of society has lead to conceive new forms of communication, thus, new ways of media. Traditional forms of media are not anymore effective, because as has been mentioned before, the consumer has changed. The new consumer is more sophisticated and thus he needs and requires more specialized media where he can take information from. This new type of media is called Social Media, which in spite of the fact that its nature is in the very essence of the Internet, Communication; due to the novelty of the concept it lacks of an academic definition. Some academics and professionals have tried to establish a definition for Social Media, for instances Universal McCANN (2008 p.10) defined social media as the applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content; and Safko and Brake (2009 p.6), whom have defined Social Media as the activities, practices and behaviours among communities of people who gather online to share information, knowledge, and opinions using conversational media. Conversational media, as it is defined by the same author, are the Internet applications which allow users to upload and share content; might be words, photos, video or audio files. From both definitions it is possible to appreciate the main features of Web 2.0: community and interaction among users. Thus, in simple words, Social Media are those web-based platforms and applications which allow users to upload their own information and to share it with other Internets users. This information upload by users is the so called User Created Content (UCC); which according to the OCDE (2007) in his report Participative web: User created
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content UCC is the online content which is produced by non professionals users of the media as an opposition to the traditional media. As seen in the same report of the OCDE (2007) not all contents upload by consumers are UCC, User Created Contents are just those contents which fulfill three essential requirements: first, the content has to be written and published online by users in a web page where at least a few number of people can have access to it. Second, the content has to be creative; it must imply a minimum amount of creative effort, which means that the author has to add some personal value to it. For instances, a famous film uploaded is not considered UCC but a photos, videos or blogs in which the author express his experiences it is UCC. And third, the content has to be created outside professionals routines and practices, what means that the content is not created in a professional context or with any aim of profit or remuneration. It might be created for prestige, desire to express oneself and connecting with people among different reasons. UCC and social media platforms have suppose a real revolution on the Internet. Nowadays, users can create content, uploaded it to the internet and share their own experiences, opinions, thoughts and so on. This UCC and social media platforms form a new and more interactive source of information, essential and of highlight importance to the tourism sector which as Sheldon (1997) pointed out tourism is information intense industry due to the tourism product features. In addition, it is also interesting to analyse UCC and its platforms because as OCDE (2007) claimed in its report, users will give more value to user generated content than to professional content as it may be more personalized on the demand side where users have the power. In addition non marketed information might be seen as more credible information (Mill & Morrison, 2002). However, in spite of the credibility which is attributed to UCC, the great amount of UCC upload on the Internet may confuse users pushing them to questioning the credibility and veracity of information as well as the quality (Chung and Buhalis, 2008).
2.3.2
Social Media Platforms
There are hundreds of platforms where internet users can interact and share information with other users, starting from blogs, forums, wikis, video and photo sharing to social networks, virtual communities, chat rooms and podcast. According to the report presented by Universal McCANN (2008) the key social platforms can be appreciated in the figure 2.6:
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Figure 2.6: Key social media platforms Source: Universal McCANN (2008)
These platforms promote different ways of interaction among users since they are designed to supply all segments of consumers. They encourage users and travellers to post and share their (travel) experiences, comments, opinions to serve as a source of information for other users (Xiang and Gretzel, 2009). Depending on the interests, motivations and attitudes of the users they will prefer to use one platform instead of another. It is also important to mention the fact that several platforms may be used as applications in the same webpage. From the presented figure, it can be highlighted, described and analysed the main platforms (blogs, social networks, chat rooms, forums, video sharing and photo sharing) which according to the author they may imply major sources of information and participation for tourists, as it is the main focus of the present study. As seen in Camilleri et al. (2007), a blog or blogging is a type of website/platform formed by entries or posts, which are normally short pieces of text which often included photos or link, and are organized in reverse chronological order. For instances, very well known blogging platforms are Blogger, WordPress and Typepad. And examples of blogs can be found in http://jimmypons.vox.com/ or http://buhalis.blogspot.com/. Blogs allow users to express themselves about different topics of interest, might be someones experiences, opinions or thoughts.
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In regards to widgets, also called wikis, they are collaborative tools simple to use which allow users to publish, edit or erase contents on the web. The major example of wikis is Wikipedia, the free online encyclopaedia. Concerning Social networking platforms Boyd and Ellison (2007) defined them as those platforms which provide to internet users of a series of applications to create a public or semi public profile within a community system of people who know each other or share same interests. These platforms allow users to create a list of users to whom they share any connection and see other list and connections trough the community system. Social networking sites have been identified by some authors as online communities which according to Preece (2001 p.348) they are any virtual social space where people come together to get and give information or support, to learn or to find company. Thus, they can be compared. The interesting fact when considering social networks as communities is the sense of group; opinions coming from people of the a same community are usually perceived as relevant and unbiased information (Smith et al. 2007); thus, more trustworthy. According to Valkenburg et al (2006) there are three types of social networking sites: friend sites such as Facebook, Tuenti and Myspace; dating sites such as Meetic and okCupid; and common interests web sites such as Trydadvisor, travellerspoint, Minube or Trabbudy which are related to tourism. According to OCDE (2005) a Chat room can be defined as a virtual space where two internet users (they know each other) establish communication in real time, usually in writing form. When one user type information the other receives it instantly. Examples of chat rooms are for instances: ICQ, Yahoo chat room, Terra chat room or MSN chat room. Message boards, also known as forums or discussion groups, are those platforms where users can write short messages about a topic of interest and wait for other users answers. It not necessary to participate, it is possible just to check what people are talking about. The interesting fact of these forums is that it can be a great source of specific information, over all when a topic is completely unknown for a person. Examples of forums are: losviajeros.com, lonelyplanet forum and viajaraegipto.es Regarding Video or photo sharing platforms, according to the PC magazine encyclopaedia (2009), they are platforms which allow users to upload video or photo files, store them and share them with other users. Examples of video sharing platforms are the worldwide known Youtube; and photo sharing: Picasa, Fotolog, Flirk.
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All of these Social Media platforms allow users to upload, interact and share information with other users. They constitute an immense source of information where users can gather information or even participate. However, it can be deeply discussed not only veracity and quality of the information, but the security and privacy of details that 2.0 web pages provide to users. In regards to the tourism sector, first it has to be highlighted the fact that, the tourism industry is not selling simple products, but experiences. Experiences which are very depending on emotions, feelings, perceptions and even, on psychographic, demographic and sociological factors stocked on unique individuals. As consequence, tourists, as human beings they are, need to express their experiences and own feelings to third people; might be face to face or via Internet and Social Media. In addition, as consumers experiences they are, people tend to trust more on them; on experiences lived by other consumers instead of the information produced by the owners of businesses. And as Bickart and Schindler (2001) pointed out, the spread of electronic UCC or eWOM as marketers refer to it, produce more credibility, empathy and relevance rather than traditional marketer produced websites. A recent study published by Gretzel and Yoo (2008) has shown that reviews play an impor tant role in the trip planning process for those who actively read them. They provide ideas, make decisions easier, add fun to the planning process and increase confidence by reducing risk making it easier to image what places will be like. Thereafter all the platforms where tourists can express themselves, they will be used by other tourists to gather for information from in order to take ideas, reduce the complexity of decisions and make the process less tedious.
2.3.3
Social media as the new Word of Mouth platform (eWOM)
Information and knowledge society has lead to the digitalization of information processes, and then new forms of communications and sources of information have appeared on scene. And focusing on the online world, many marketers have qualified Social Media as the perfect platform for the new Word of Mouth communications emerged. For instances Bristor (1990 citet Bansal and Voyer 2000 p.167) pointed out that a WOM network is a social network consisting on a set of people who engage in WOM, plus de relationship between them. Therefore, this sense of network and interpersonal relationships is what make social platforms as the platform for the new word of mouth, the electronic Word of Mouth (eWOM).
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eWOM has been boosted with the Internet and over all, with the apparition of the interactive web pages, the so called web 2.0 sites where the user has a great control upon the online media. In order to define it in a more academic way, Litvin et al. (2008 p.461) defined eWOM communications as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. From the definition it is possible to appreciate the existence of interpersonal relationships which are not necessarily pushed by marketers. Informal communications can be pushed by consumers promoting a peer to peer communication, which as Gruen et al. (2006) pointed out it is produced in order to exchange a specific know-how among consumers and which can be used as an information source enhancing competence and knowledge. It is similar to the traditional WOM, however, there exist three main differences: first the exchange of information is not produced synchronically, in other words, the receiver of the information does not receive and immediate feedback; however this information can be accessed, linked and search (Litvin et al., 2008). Second eWOM is established in a one to the world informations platform instead of a one to one platform, characteristic of traditional WOM. And third sender and receiver do not have to know each other, fact which carries along questions of credibility of the information (Dellarocas, 2003). According to Henning-Thurau et al. (2004) individuals participate in this exchange in order to obtain all the necessary abilities to understand and use a product or service. And the Internet forms a platform for the viral spread of Word of Mouth communication.
2.3.4
Perceived benefits of WOM
As it has been mentioned before, in WOM communications there exist at least two participants, a sender and a receiver of information. Both participants engage in the communications in order to gain something, what according to Blackwell et al. (2006) the receiver gains valuable information for a purchase decision; and the sender will gain confidence of the product or service he is talking about, reinforcing his purchase decision and behaviour influencing over other people behaviours. This constitutes the core of WOM communications, the obtaining of benefits of an exchange of information
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Blackwell et al. (2006) remarked the main benefits of WOM communications in the following chart.
Table 2.1: Benefits of world of mouth communication
HEDONIC BENEFITS Receiver Decrease risk of new behaviour Increase confidence of choice Decreased cognitive dissonance Increase likelihood and acceptance by a desired group or individual Sender Feeling of power and prestige of influencing other behaviours Enhanced position within a group
FUNCTIONAL BENEFITS More information about options More reliable/credible information Less time spent on search Enhanced relationship with another individual Potential reciprocity of exchange Increased attention and status Increase in number of individuals with similar behaviours Increased cohesion within group Satisfaction of verbal expression
Source: Blackwell et al. (2006)
As it can be seen from the chart, there are several perceived benefits from WOM communications; benefits which mainly enhance the confidence of consumers. However, if we focus the attention in electronic WOM communications, there are two factors which could be modified. First, the satisfaction of verbal expression; in eWOM communications most information is written, just in some cases such us the use of podcasts or videos verbal expression can be produced. And second, less time spends on search; it is true that the receiver just have to go online to check plenty of information, the problem comes when the receiver wants specific quality information. If the receiver wants to find a high degree of credible information he will have to seek for it more deeply, looking several web pages. Thereafter, it can be highly time consuming.
According to Blackwell et al. (2006), the benefits perceived by consumers are higher when (1) consumers knowledge about a product is little or zero,(2) consumer does not have the ability to evaluate products, (3) the consumer does not trust marketers advertising (traditional media), (3) other informations sources produced little credibility to the consumer, (4) consumer has great
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needs of social approval, (5) the product or service is complex, (6) strong social ties exist between sender and receiver (Granovetter, 1973), (7) a product or service is difficult to test (8) and the product is highly visible to others.
2.3.5
Determinants of WOM influence
Word of Mouth communications are based on interpersonal relationships, thus, most of the models which have tried to explain which factors determine WOM communications are based on interpersonal forces. (Cohen and Golden, 1972; and Bansal and Voyer, 2000) According to Bansal and Voyer (2000), WOM communications are affected by interpersonal and non interpersonal forces. In this manner, the authors recognize the importance of social relationships, and thus, social networks within the field of word of mouth communications. In his model, they identify active seeking and tie strength as interpersonal forces; perceived risk, senders expertise and receivers expertise as the non interpersonal forces. These forces interpersonal and non interpersonal are explained as the determinants of the influence and use of WOM. Concerning interpersonal forces, Bansal and Voyer (2000) suggest that the more active a message is sought, the more influence it will cause upon someone decision due to predisposition to obtain a result. In regards to the strength of ties, depending on the degree of the relationship among people the perception and influences over the consumer decisions making process will be higher or lower (Brown and Reingen,1987; Granovetter, 1973). It has been also discussed the idea that sources of information linked with a strong tie, will be perceived as more credible than sources with a weak tie (Rogers, 2003); hence, sources with a strong tie will be perceived as more credible than weak ties sources. Regarding non interpersonal forces, Bansal and Voyer (2000) suggest that there are products like the tourism product, which are overlapped to high levels of perceived risk. And that depending on the risk perceived consumers will get immersed in a deeper search of WOM sources of information (Arndt, 1967). Murray (1991) pointed out that WOM is the most relevant type of communication in reducing the perceived risk due to the explanation and feedback opportunities it allows. Concerning senders expertise, it is stated that the higher experience the receiver perceive the sender has in a subject, the higher credibility the receiver will attribute to the information; and thus, the receiver will seek more actively for that information(Gilly et al.
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1998). In regards to receivers expertise, Bansal and Voyer (2000) state that the higher experience a consumer has in the purchase of a product, the less time he will be involved in the purchasing process and the other way around (Gilly et al. 1998; Brucks, 1985). A similar theory to interpersonal forces is that of Rogers (1983 cited Rogers 2003) which claims the existence of homophiles relationships. These relationships are those established among people who share common characteristics; such us age, gender, interests, education, career, traveller profile and so on. According to this theory, people who are involved in these relationships will be eager to ask and use the information and advice coming from others. Therefore, the higher the degree of homophile between groups of people, the higher influence WOM communications will cause upon them. This theory has been criticised by some authors (e.g. Steffes and Burgee, 2008) due to its similarity to the strength ties theory, however, while strength ties theory focus on the knowledge which one person has upon another; homophily theory is focused on the social relationships between groups of people. Strength tie can be considered as a property of relationships, not a type of relationship (Steffes and Burgee, 2008). From interpersonal models it has been suggested that depending on the ties strengt h which links people, the information will be used in an informative or normative way (Deutch and Gerrard, 1955). In other words, the closer a relationship is among people the higher impact will cause upon receivers decision. If people are linked by a weak tie, the information received will be used as a simple source of information, this means that will be used along the purchasing process but it will not be determinant of a decision. On the contrary, when strong ties exist, the information will be used as a normative source, then, it will influence upon the receivers decision. Besides interpersonal models, another perspective focus on the content of the WOM messages might be tackled. WOM messages can be divided as positive and negative messages; positive WOM is generated from a good experience in the purchase of a product, however, negative WOM is generated from a bad purchasing experience. Hence, due to this need of having a good experience when purchasing negative messages might have more weight in a decision than positive messages when evaluating products (Lutz 1975 cited Charlett et al. 1995); thus, negative messages might be perceived as more influential and determinant than positive messages. Furthermore, concerning negative messages and as seen in Slovik (1993 cited White et al. 2003) when negative messages suggest a risk perception, they are perceived as being more truthful than positive messages with no risk associated.
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Otherwise Golden and Alpert (1987) as well as Crowley and Hoyer (1994), they argue that customers are eager to believe positive information when it is accompanied by negative information, over all when it comes from advertisers. Two sided messages are believed as a critical thought, therefore more credible and reliable information. Hence, two-sided messages have the potential to be more influential than one-side message.
2.3.6
Managing eWOM in tourism sector
Internet and especially Social Media provides marketers of a one-to-many platform to develop strategies and communicate the products with a higher rate of spread than in traditional media. Although the electronic word of mouths spread can be higher using Social Media it is of need importance for marketers to understand this new platform to communicate and support customer relationship in the best way. Litvin et al. (2008) suggest that there are two major groups of strategies to manage eWOM: informational and revenue generating. Informational strategies consist on promoting online customer participation. Marketers have to achieve that customers join in discussions and feedback processes promoting the exchange of information. The electronic Word of Mouth creation is pursued because (1) it can enhance visitor satisfaction due to product or service improvement, (2) it can solve customer problems and doubts, (3) it can help to discover what customers think and say about their experience (4) it can serve to monitor the company reputation or even analyse the current competitive strategies. In informational strategies the informations management is crucial. Whilst positive WOM is related to encouraging purchases and the enhancement of a firm status, negative WOM is related to discouraging customer purchases and to the reduction of a firms image and revenues (Salomon 1998 cited Derbaix et al. 2003). Negative WOM can be extremely dangerous for the reputation of a company, therefore good customers relationships have to be maintained; because as Bougie et al. (2003) claimed, in the service industry when customers are dissatisfied they may remain passive, however, if they become angry they will complain and produce wide amounts of negative information for revenge purposes causing great damage to a company. This is the reason to maintain permanent monitoring systems, so negative reviews or information can be controlled. An example of the effects of negative WOM is the recent case of a Canadian folk
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artist who recorded and published on the internet a video called United breaks guitars, in order to complain about the mistreat that his guitar suffered in a United airlines flight. The video was so spread and successful over the Internet that it provoked a drop in the companys value (BBC, 2009). As Silverman (2001 p.27) said WOM can be powerful positive force because of its credibility, but it can also be destructive because of its negativity. Revenue generating strategies consists on reinforcing the efforts on the generation of positive WOM; positive WOM will stimulate a firm or destination image and reputation, so when a tourist search for information online, he will have more predisposition to purchase that destination or product, increasing the firms revenues. Reichheld and Sasser (1990 cited in Derbaix et al. 2003) claimed that WOM has a great potential in marketing as it reduces expenses and it can to increase revenues if customers are engaged. These revenue generating strategies might be focus in consumers and customer relationships, the most satisfied and engaged online a customer is, the most positive eWOM will produce and better image will have the company with less money invested in marketing. For instances, revenue generating
strategies might be carried out through a viral or a social media marketing strategy. Viral marketing and Social Media Marketing (SMM) might be perceived as similar; however they have to be distinguished. According to Wilson (2000 p.1) viral marketing refers to any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. It is based upon the idea of rapid spread of viruses which in the field of online communications it is translated to the buzz created by eWOM. Besides, SMM is a new type of marketing which aim to achieve its objectives trough the participation in social media platforms by means of unique, attractive and useful content (Barra, 2008). Those contents go from simple articles in blogs to a video on YouTube. The main difference lies in the fact that SMM is focused on the raise of a brand visibility and Viral marketing in the spread of the word.
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2.3.7 Relevance of (e)Word of mouth in tourism behaviour
Over the years it has been has been proved that WOM communications have more influence on consumers than any other type of communication (Goldsmith and Horowitz, 2006); especially in the service sector due to the intangibility and risk associated with services (Murray, 1991). The special characteristics of the tourism product along with the impossibility to test the product before consumption, they force tourists to rely on opinions and other peoples experiences more than in any other type of information, over all when searching for information. Tourists need to know by the hand of reliable sources how their experience is going to be like in order to reduce uncertainty and create some expectations of what they are going to find at a destination (Zeithaml et al. 2006). In addition, due to the fact that this informal communications which WOM constitutes does not imply any type of monetary or commercial refund, it is believed to be more unbiased (Bansal and Voyer,2000); thus, more truthful than formal or official information. Therefore WOM is of highlight importance for tourists in their travels.
In fact, it has been proved the great influence which WOM communications have upon the decision-making process in tourism (Steffes and Burgee, 2008); above all on the pre-purchase stages, when the information needs are higher (Blackwell et al. 2006). Furthermore, according to (Bristor, 1990 cited Bansal and Voyer, 2000) in the tourism field WOM communications serve as a reducer of the problems associated to low comparability and little search qualities, hence it is argued that WOM is widely used as a source of information not only when searching for information but when comparing alternatives (Blackwell et al. 2006). WOM communications are considered by many authors one of the most powerful forces on the marketplace (Silverman, 2001 p. 23).
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2.5 Summary
The principal lines of literature required for the later analysis of the results of the research have been exposed. Consumer behaviour theories and models have illustrated the great information requirements which tourists have, as well as the importance that information sources can have upon decisions. Information sources for instances social media platforms which are based on UCC and non marketed dominated sources which are eventually perceived as more reliable and trustworthy. And therefore more impact can cause upon tourists purchasing decisions.
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Chapter three: Methodology
3.1 Introduction
This chapter presents the methodology used for this research project. The method, the instrument of the method, as well as the different approaches tackled will be presented and properly justified. Furthermore, limitations to the research process will be further discussed.
3.2
Outline of the method
In order to facilitate the understanding of the methodology, graph 3.1 illustrates the approaches used. The darker green boxes show the path which has been followed.
Figure 3.1: Outline of the method
3.3
Introduction to the method approach
As seen in Veal (2006) there are two main approaches or philosophies to undertake a research study: inductive and deductive. Using an inductive approach implies the induction of information from descriptions and observations; it is more concerned with qualitative research. On the contrary a deductive approach is more related with the analysis or testing of previous hypothesis formulated from the literature; it is more concerned with quantitative research.
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Therefore, due to the perceived lack of academic literature concerning social media platforms, the researcher decided to use an inductive approach. Hence, after having created a good base on the tourist behaviour field, the researcher decided to immerse herself in the subject trough the use of qualitative methods in order to enrich her knowledge about the subject from the experiences and patterns of tourists behaviours; and afterwards going to the literature to seek the main points which tourists had described and talked about in regards to their attitudes and behaviours concerning social media. Both approaches could have been possible to approach for the present study, however, due to the lack of literature in social media and the researchers interest based in the need to know how tourists are interacting with social media and not in proving or evaluating statements; an inductive approach has been tackled.
3.4
Aims and objectives
This research aims to investigate how tourists use the social media platforms along their decision-making process trough the accomplishment of 5 objectives: Identify in which phases of the DMP and for which reasons travellers use the social media platforms Find out if there are differences in the use of the social media for the 3 generations of digital users and analyse them Examine UCC or the eWOM founded in social media platforms serve as a determinants of travel decisions Examine which factors determine UCC credibility.
3.5
Research strategy
Every research project has to follow a plan in order to coordinate all the methods and approaches used within the methodology, as well as to give an answer to the research question (Silverman, 2005). Thereafter in order to accomplish the aims and objectives already proposed, the present study has been based on a descriptive approach to research. According to Salkind (2006) and Punch (2005) a descriptive research describes the characteristics of a specific
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phenomenon providing the picture of what is currently happening. Hence, in this particular case the picture of how tourists use social media along their DMP will be provided. Veal et al. (2005) points out that this type of research has been widely used in the tourism sector because of the intrinsic changing nature of tourism. Due to the changing nature of tourism behaviours, from time to time they have to be described for a later analyses, comparison or evaluation.
3.5.1
Data gathering
Within the research strategy it has been decided to combine primary and secondary data in order to gain a wider understanding of how tourists interact with social media. Due to the fact that there is little literature concerning the social medias topic, the researcher has thought relevant to collect new data in order to contribute to the literature generating a framework of the use of social media. Appropriate justifications will be provided in the following sections.
3.6
Secondary data research
In this study the researcher has used a wide amount of secondary data sources in order to build the base of this research. Because as Finn et al. (2000) pointed out, a deep secondary data collection must be done before starting any type of primary collection to construct the foundations of any research. According to Jennings (2001 p.66) secondary methods are described as non reactive, unobtrusive and non intrusive as there is no interaction among participants and data is usually in paper, video, digital or photo format. He also defines secondary data sources as those which have been developed by other researchers for primary use and afterwards are used by other researchers whom are not related to the first research study. According to Walliman (2005) the main sources of secondary information are libraries and archives, museums and collections, government departments and professional bodies, the Internet and the field. Therefore, for this research, the researcher has used extensively as basic sources of information Bournemouth Universitys library, Savoy Universitys library and URJCs library for books. In addition to physical places, the Internet has been extensively used via newspapers like BBC, New York times or PC magazine; journal data bases such us Science direct, Google books,
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Emerald insight, Sage publications and Bournemouth Universitys online data base; online communities for instances Turismo 2.0 or Marketing en Medios Sociales; and professional blogs such us Tirso Maldonados blog or Jimmy Pons blog. Most of the data extracted from those sources are basically public documents and formal studies and reports (from Saratankos list cited Jennings, 2001). After having identified the pertinent sources of information, those which contain information related to Tourist behaviour and Social media; the researcher has analysed the information founded in order to present in the report the most relevant information (Mann 1985). Hakim (2000) defines secondary data analysis as the re-analysis of information collected by another researcher or entity. Because as Veal (2006) claims, the secondary data analysis is needed in order to adapt the information to the design of the new project. The search and analysis of secondary data has supposed an ongoing process along the research project as new data concerning the use of Social media and the Internet is published every day. Questions of reliability and information validity of the sources have arisen along the process (Jennings, 2001), thus, only the most reliable web sites have been used as well as the most representative statistics and studies. Hence, as it has been seen in the literature review, in order to create a general background for tourist behaviour not only tourism related models have been presented, but also the classical models such us the EKB (1968) model. In regards to consumer behaviour a wide amount of literature has been found. Besides consumer models, the main characteristics of the tourism product as well as the main factors influencing the decision making process have been considered of high importance. Opposed to consumer behaviour, due to the novelty of social media little academic literature exists about the topic. For this reason the content of social media platforms (UCC), has been related to eWOM in order to provide a theoretical base able to explain how tourists use social media platforms contents. In spite of the lack of literature, a very interesting report carried out by McCANN (2008) has been found. McCANN has carried out a study concerning the use of social media platforms around the world done in three waves (2006, 2007 and 2008). In addition to McCANN report, a recent edited book of OConnor et al. (2008) called Information and communication technologies in tourism 2008 has been found. The interest of this book lies in the fact that it shows several articles concerning online communities and the impact caused by negative reviews on consumer behavior among other topics.
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The main existent models and theories of consumer behaviour and social media have been used in the literature review to build the basis of the research as well as they will be used to support the results in the conclusion part.
3.7
Primary data research
Jennings (2001) defines primary research as the collection of first hand data such us observations, interviews or questionnaires; in order to use it in an own investigation project. Jennings (2001) remarks that the key interest of primary data research falls on the relevance of the data; opposite to secondary data, primary data has been collected for the very main purposes of the researcher, thus it is appropriate for the sample studied. Furthermore, it is also very recent information, thus updated to the social phenomenon of study. On the other hand it is a very time consuming research as well as resource-expensive in nature (Veal, 2006). However, it is worth of researching primary information in order to be completely immersed in the social phenomenon study. As seen in Punch (2005) this information may be extracted trough two types of data collection methods: qualitative and quantitative.
3.7.1
Quantitative versus qualitative methods
Punch (1998 cited Finn 2000) defines quantitative research as the empirical research where data is in the form of numbers; while qualitative research is defined as the non numerical data. It seems a simple definition; however, from an insider point of view it can reflect the nature of the intentions of a researcher using one or both methods: rigorous scientific measure or deeper understanding? As it has been mentioned before an induced approach has been tackled for the present research, in consequence a qualitative method has been chosen in order to gain a general understanding of the subject and draw the picture of social media use in tourism behaviour. The main differences between both approaches are highlighted in the following chart:
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Table 3.1: Quantitative versus Qualitative
QUALITATIVE Research approach Ontological view Nature of truth Epistemological view Researcher situatedness Research design Inductive Multiple realities Grounded in the real world Subjective Emic (insider) Unstructured, Emergent, Study specific Research focus Participant selection Analysis Representation of findings Voice of the researcher Reflection of the real world
Source: Jennings (2001)
QUANTITATIVE Deductive Causal relationships Hypothesis testing Objective Etic (outsider) Structured, Systematic, Replicable Variables Random Statistical analysis Statistical tables Third person, active Representative
Themes Non-Random Themes, motifs Narrative First person, active Slice of life
According to Silverman (2005) there is no such a method better than the other, there is a method which may suited better an investigation, however, it always depends on the interests of the researcher and the purpose of the project.
3.7.2
Reliability and Validity
Reliability and validity are widely presented as the criteria which define the quality of a social research (Bryman, 2008). While reliability is concerned with consistence, validity is concerned with truth (Hammersley 1990 and 1992, cited Silverman, 2005 p.210). Both concepts are of great importance in any research, because as Silverman (2005) pointed out, when doing a research the researcher has to prove that the methods used are consistent and the conclusions are valid in order to complete a sound research. However, reliability and validity have been further discussed by many authors (eg Rubin and Rubin, 1995; Bryman 2008) for being only applicable to qualitative researches. Therefore, some other academics (e.g. Lincoln and Guba, 1985; Kirk and Miller 1986) have proposed
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an alternative criteria for proving the soundness of a qualitative research; thus, criteria to be guided by in the present study. For instance, Lincoln and Guba (1985) proposed trustworthiness as the criterion for sound qualitative research. Explaining that if a research its trustable it is because findings are credible, findings may be transferred to other contexts, findings may be applied at different times and findings are far from bias. However, the applications of these criteria might distract the researcher instead of clarify (Rubin and Rubin, 1985). Thus, the researcher has tried to develop a transparent, consistent-coherent and communicative qualitative method (Rubin and Rubin, 1985). These have tried to be achieved through the presentations of all transcripts, detailed explanation of the analysis process and coherent development of codes and categories.
3.7.3
The instrument of the research method: Interviews
In order to achieve the aims and objectives of this research, within the qualitative method approach the instrument chosen has been the interviews. Interview might be defined as an interaction following a question- answer format (stimulus-response) or an interaction more akin to a conversation (Ritchie et al. 2005 p. 101). Due to the intrinsic nature of the interview, which is concerned with the exchange of information between two persons and the advantages it provides to the researcher (Appendix 1); the researcher decided to use the interviews instead of observation methods or focus groups. Within the interview types, the qualitative interview (semi-structured or non-structured) was chosen because as Ritchie et al. (2005) pointed out, qualitative interviews build the base for the learning and knowledge understanding of the phenomenon studied. Therefore, it suits the main aims and objectives of the study. It has to be underlined that instead of structured or unstructured interviews, semi-structured interviews have been chosen due to the flexibility it allows to the researcher to control the interviewing process but at the same time go more deeply to interesting emerged topics (Finn et al., 2000)(See Appendix 2). In order to carry on with the semi structured interview type, a set of open ended questions have formed the interview guide prepared for the researcher (Appendix 3). The designed interview guide has been structured according the stages of the decision-making process: recognition of a need, information search, evaluation of
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alternatives, decision and post purchase behaviour; in order to explore the tourists behaviour with regards to social media on every stage of the process.
3.7.4
Sampling
In order to apply the instrument of the research the people who is going to be investigated has to be selected. This process is called the sampling process (Finn et al, 2000). All the people interviewed in this research were not selected at random, they were selected purposively (Punch, 2005); and in order to satisfy the focus of this study. Thus, twelve people were selected: four digital natives, four digital immigrants and four digital wise people(Appendix 4). And among each generation, people were selected by gender: two males and two females; in order to create a wider perspective. In addition, the entire sample was selected according the completion of three criteria. Participants of the sample had to be: Frequent travellers, active internet users and users of the internet as a main source of information when planning their holidays/travels. Concerning digital natives it has to be pointed out the fact that although that category covers people from 12 to 30 years, the people selected were over 20 years old so they could have a minimum purchasing power for going on holiday. In order to find the required participants the researcher published a post in the tourism social networking of Minube explaining what the researcher was doing and asking for the participation of the people who fulfilled the three criteria. From there, very little responses were obtained, fact which will be further discussed in the limitations. As consequence, the researcher decided to use Facebook in order to find and contact people for the interviews. From Facebook a great number of responses of friends of friends who were kind to spare me some of their time to the researcher were received. It has also to be pointed out that all interviewees are Spaniards; however, the nationality is not going to be taken as a variable of analysis for the study. Concerning the place where the interviews were conducted, it was selected for the interviewees due to the fact that the more comfortable the interviewees feel in a place the more free they will feel when talking (Van-der Hofstadt, 2005). Thus, all the interviews were conducted in public places such us coffee shops and bars within the region of Madrid.
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3.8 Data Analysis
The information provided by the interviews has been analysed trough qualitative content methods, which as seen in Hsieh and Shannon (2005); they are designed for the subjective interpretation of the content of text data trough the systematic classification process of coding and identifying themes or patterns. Therefore, it has been consider ed as a useful tool for the information obtained from the interviews. The analysis of the data has followed a three stages process: data reduction, data display and conclusion drawing; stages which according to Miles and Huberman (1985) form the principal steps in qualitative analysis.
Figure 3.2: Qualitative data analysis Source: Miles and Huberman (1985 p. 23)
Thus, before starting the real analyses interviewees were divided among generations. Speakers 1,2,3,4 belong to the digital native generation; 5,6,7,8 to the digital immigrant generation; and 9,10,11,12 to the digital wise generation. Concerning interviews 9 out of 12 have been recorded and transcript (CD and Appendix 4). The two first interviews (interviewee 1 & 8) were not recorded due to technical problems with the recorder machine, however notes were taken; and the third interview (interviewee 5) was done via email due to distance constraints. The transcription process was a hard process due to the time consuming activity it represents (Veal, 2006). Furthermore, depending on the length of the interview, the transcription process was longer. In this research most of the interviews took approximately 30 minutes what supposed three hours minimum of transcription.
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After having prepared all the raw material for the qualitative analysis, in order to reduce data and display it, the transcripts were coded in the main themes and memoed in order to draw the final conclusions of the research. While reading the transcriptions, different codes where appearing spontaneously, thus the researcher decided to create categories cling to a conventional approach to the data analysis (Hsieh and Shannon, 2005). Due to the vast amount of data extracted while coding and memoing the researcher prepared three charts, one for each generation of digital users (Appendix 5). Within each chart, the information extracted from the interviewees was classified in regards to the main codes; fact which allows the establishment of categories of codes. Examples of the codes extracted are: credibility, type of traveller, type of tourism practised, experience with TICs, travellers culture, risk of being disappointed at the destination, reliability of non marketed source of information. These charts were done in order to facilitate the comparison of results among generations and interviewees. Then, using both the charts and the transcripts in combination with the literature, the main findings have been drawn along the main stages of the decision-making process. Therefore, the main findings will be presented along the main stages of the decision making process in order to draw the picture of the social media use in tourist behaviour.
3.9
Limitations
The limitations of any study might be considered as the weaknesses founded when developing a research investigation. Thus the main weaknesses or limitations founded in the present study have been the followings: Firstly, in regards to secondary research a limitation perceived has been the lack of social media literature and updated models of consumer behaviour. Due to the lack of social media literature the researcher had to use other linked theories, for instances WOM theories in order to complete the social media literature. Secondly, concerning the instrument of the research, the interviews, some limitations related to the sample were founded. It has been difficult to find people likely to participate in the interviewing process because of a rigid time schedule in the day to day life. Concerning the post I published in Minube, a tourism social network of 64.966 users, just three people were able to spare me some of their time (Minube, 2009). Therefore I had to turn into Facebook to find
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people for my research. In addition, the piece of the sample over 50 years old it has been hard to find. The use of social media tools for elder people is becoming more common; however it is still in its first steps. And thirdly the time constraints the researcher has had to conduct the research process and write the whole dissertation.
3.10
Summary
In the present chapter the outline of the method has been presented as well as the aims and objectives of the research have been introduced. Thereafter the main approaches and research instruments used have been exposed and justified creating a comparison among them. The methodology proposed for this piece of research has allowed the researcher to draw the social medias picture in the tourist behaviour.
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Chapter 4: Main findings
4.1 Introduction to the analysis
In the present chapter the results of the analysis of the primary research data obtained from the set of interviews will be presented and linked to the literature. The different stages of the decision-making process which have been devised from the literature will structure the main findings; so within each stage it will be analytically exposed how tourists of the three digital generations of users use social media in order to draw the picture promised in the methodology chapter and respond to the objectives.
4.2. Decision-making process of tourism products

The decision-making process as it has been previously discussed in the literature review; it is the process in which consumer gets involved when purchasing products. Thus, it has been further recognized the existence of stages in the purchasing process; stages which consumers must pass in order to purchase a tourism product.
Figure 4.1: Decision-making process Source: Adapted from EKB (1968) model and Mathieson and Wall (1982)
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4.2.1 Stage one: Travel desire
In this very first stage tourists feel a desire to travel. This desire might be the expression of an internal feeling or even the result of the influence of external factors such as the very simple fact of look at anothers peoples pictures. All respondents use the Internet in their daily life as well as they are regular users of social platforms such us Facebook as a source of information; thus just with the mere fact of watching other users pictures or videos online for instances, the desire to travel might begin.
4.2.2 Stage two: Search of information

Tourism product is a high involvement product as well as high risk product. Due to its complexity tourists normally engage in a deep search of information where they look not only for marketer-dominated sources of information but also for non marketer-dominated sources of information as can be social media platforms. Therefore, the search of information stage is usually larger than other stages. But how and why tourists use these platforms to look for information? In general, respondents of the three generations identify social media platforms as the main source of information when travelling. Motives: In the first place it has been identified that social media platforms are perceived as a source of information where it is possible to find a more real type of information, out of marketer bias. As Blackwell et al. (2006) pointed out, consumers do not trust marketer advertising and thus get involved in non marketed communications, for instance eWOM. In addition, in the special case of the tourism product, respondents are eager to look for other peoples experiences in order to create an image and reduce uncertainty. I like to look for travellers experiences and opinions because people have lived that experience and they dont have relationship with the webpage Interviewee 1(DN) Furthermore, respondents perceived UCC as more reliable information able to provide the reader with real experiences and both sides of a product, place or destination. Respondents appreciate to find not only positive information but above all negative information; this fact of finding two-sided information attributes more credibility to the information (Crowley and
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Hoyer, 1994). In marketed web pages everything is positive, gorgeous, when in real life there are positive and negative factors. I like to see peoples information, they can show you a different point of view or vision of a country or place you are going to visit; not only good things but also bad things Interviewee 6(DI) In the second place social media has been identified as the main source of information because respondents identify UCC platforms as risk reducer sources of information. Due to the complexity of the tourism product high risks are perceived in the purchase of the product and thus reliable sources might be sought (Blackwell et al. 2006) I think the risk of being disappointed at the destination is lower if you have read beforehand peoples opinions and experiences Interviewee 4(DN) And in the third place, it is the main source because social media has been identified as a wide source of information. Not all the information about places is found in travel guides, destination web pages or newspapers. Some information can only be known by local people or experience travellers, thus platforms which allow them to express themselves can be of great interest for potential tourists. When I was planning my trip to Palencia I discovered in those forums information about festivities and restaurants that I would not have known if I had not visit those pages Interviewee 9(DWP) Concerning this point it has been mentioned that most of the respondents use social media platforms in order to take ideas and have some guidance when preparing a trip. Most of them read experiences to do what others have done before; however, as respondent 5 has identified, tourists experiences can also be used to try to avoid what everyone has done before in order to follow alternative routes and live unique experiences. Thus, tourists experiences might be used as inspiration when planning but in very different ways. Nature of the platforms: After having identified the main motives for using social media platforms when searching for information, it has to be pointed out that all respondents in their daily life they are regular users of social networks such as Facebook and Tuenti, chat rooms and e-mail pages. Furthermore, when they start looking for travels information they widen their social medias use to forums,
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blogs and opinions platforms. They look specifically for web pages where they can find social tools, pages which are not 100% social platforms, but which use social media tools such as reviews applications, video and photo upload tools or even blogs and forums. Examples of web pages which have been mentioned are Hotelicia, Logitravel, Qviajes, Booking, Lonelyplanet, Ciao, Trypadvisor, Minube, losviajeros.com and Google. Ciao, Trypadvisor, Minube and losviajeros.com are 100% UCC platforms; however the former ones they are marketerdominated web pages with social tools. They identify these pages as the main source of information when looking for destination, transport and accommodation information for being more users friendly and adapted to their needs. I always go to Google to see what can I find, and afterwards I like to go to forums and web pages were people recommend places Interviewee 3(DN) To find information for hotels I go to Hotelicia, and just to see if there is a good offer of a tourist package I go to Logitravel and Qviajes where you can also find forums and blogs and people also upload pictures and write about places Interviewee 2(DN) Generational differences: Focusing o the three generations separately, it is possible to find some differences. Digital immigrant respondents, people aged between 30 and 50, they are the most experienced travellers and active information seekers of all the three generations. According to Fodness and Murray (1998) strategies are developed in order to search for information, and as Interviewee 6 has identified, experienced travellers develop special tactics to search for online information. Depending on the amount of time and the offers which tourists find when looking for information, strategies in the use of web pages and social media platforms will be developed. These strategies will determine which tools will be used as well as the amount of them. There are three ways of looking information on the Internet: Classical way: it starts with the reading of a travel guide, then using Google to look for technical information, practical information and then recommendations and experiences. In a hurry way: at last minute looking through the internet you find a cheap flight and search for information about the destination On the go way: starts with a map (Google earth) then destination web pages, blogs, forums and social networking. Interviewee 5 (DI)
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In the three forms identified by interviewee 5 social platforms are included, depending on the strategy developed social media platforms will be used to find information regarding destination, accommodation, transport, catering or activities principally. Forums and blogs for instances have been identified as a source of destinations information, meanwhile common interest social networks have been identified as a source of accommodation, transport and activities information. This generation of digital immigrants are the most active generation in the use of social media platforms when searching for information. However, at the same time they identify questions like subjectivity and credibility when taken UCC seriously and use it as a valid referent. They are the most sceptical generation probably for being the more experience one. (This point regarding credibility of UCC will be further discussed in the next stage) I use a lot Trypadvisor, however each time I trust less peoples opinions....I like to see them so I can get a general idea...but I trust them less; each opinion is subjective, so what can be marvellous for you for me not. Interviewee 7(DI) In regards to digital wise respondent, they do not use social networks as frequently as the other generations. In spite of that, when travelling they widen their use as well. The problems they perceived in their use of social media platforms are the age and the lack of experience in social technologies as an inconvenient for their active use (Teo, 2001; Sexton et al. 2002). I visit reviews and forums web pages, but as its something that I dont know very well how does it work I dont use it very much Interviewee 10(DWP) Due to the lack of experience in social technologies they look for user friendly web pages where the applications are simple to use, detailed and full of interactive tools. Social media platforms which they mainly name are Trypadvisor, Trivago, and Booking. In addition they use forums and blogs which are accessed via the search engine Google, but not directly. Im loyal to booking.com for accommodation information, it is a really interesting webpage because everything is very well explained with an interactive map, and you have a stars ranking made by peoples opinions Interviewee 12(DWP)
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4.2.3 Stage three: Evaluation of alternatives
Once tourists have collected all the information required they have to evaluate the different alternatives identified in the search of information stage. Informal communications such us eWOM have been identified as one of the most used and influential sources of information when comparing alternatives (Goldsmith and Horowitz, 2006) In general, all respondents identify UCC platforms as a regular source of information when comparing accommodation alternatives. Motive: For most respondents destination is decided before looking for accommodation, restaurants or transport. Thus, in this stage respondents evaluate the different options of accommodation and the activities which could be done at the destination and which may form the reason of the travel. I always look in Google for blogs and forums, and pages where I can find what peoples writing to compare my alternatives of accommodation and of the planning of my trip Interviewee 1(DN) I look for peoples opinion web pages because that information gives you more confidence when taking a decision (...). You are not blind when deciding Interviewee 12 (DWP) Nature of the platforms and UCC: In addition, respondents principally identify opinion platforms for instance Ciao and the tourism online community Trypadvisor as the main informations sources used to compare alternatives. Moreover, they are likely to get involved in pages where the different options are ranked with marks or by price. Within these opinions platforms they look for photos, videos and reviews endowing more credibility to photos and videos rather than to reviews; photos and videos are closer to reality. Other peoples photos and videos can give you a more general idea than reviews Interviewee 6(DI) Depending on the nature of the opinions, if they are positives or negatives and the amount of them, respondents are more likely to trust them or not in order to influence in their decision. In
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addition, depending on the feeling which those comments can transmit to users they will endow them more or less credibility. I compare several opinions and depending if there are lots of good comments and just some negatives....depend on the style how people write you might know the attitude of the person Interviewee 4(DN) I look for reasoned reviews, where I can read the positive and negative side; I look for comments made with criteria...they endow more credibility Interviewee 3(DN) When 80% of opinions are positive it will be for a reason Interviewee 9(DWP)
Generational differences, to what extent do they trust UCC? :

Comparing the three generations some differences can be found. For instance, digital native respondents trust in UCC more than any other generation. Social platforms form them the main source of information for them when comparing alternatives. However, in this stage they become aware of the fact that UCC (mainly reviews) carry along the questions of subjectivity which were identified in the previous stage by digital immigrants. In addition, some specific information such as certain reviews, are perceived as false; therefore questions of credibility must be examined. As consequence UCC have to be analysed in order to find the truth behind it, which might imply an extensive and time consuming process. In order to know the truth behind reviews you have to compare different pages...... it can be really time consuming Interviewee 3(DN) Credibility: This question of credibility has been identified as a great determinant of the use of UCC. It has been perceived to raise as a consequence of firstly the lack of information shown in regards to the writers profile, secondly the travellers experience in tourism and thirdly the travellers experience in the use of ICTs. Concerning the question of who is the writer or sender of the information might be perceived as crucial for the use and credibility of the UCC.
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To be influenced by users information you have to know who is the user, which type of traveller is.....It is more important to know who is the user than the web page are you surfing in Interviewee 5(DI) Focusing in this point, in the first place it has to be highlighted the usual lack of strong ties between senders and receivers of UCC. For this reason UCC may be perceived as a not completely reliable information, as consequence it will be used in an informative way rather than normative (Deutch and Gerrard, 1955). For instances, digital immigrant respondents affirm that they can trust more on people with whom they share a strong union created from a previous knowledge or by the share of similar profiles, characteristics and travel preferences rather than from people whom there exist a weak union and there is little information about the writer. Thus depending on the degree of interpersonal relationships as well as the existence of common interests and characteristics, the information will be perceived as more credible and will be further used to compare alternatives (Bansal and Voyer, 2000; Rogers, 2003). For this main reason common interest (tourists) social networks for instances, they have the potential to be strongly used by tourists. In the second place, it has to be underlined the importance of the writer/senders travel experience (Bansal and Voyer, 2000). From the respondents point of view, the content which is perceived to come from a writer with high travel experience will be more credible and the other way around. For instance, respondent 5 agrees in the fact that Spaniards are lack of international travellers experience, and thus, the UCC they upload it cannot be taken into account very seriously when they are reviewing other countries accommodation. I think we are lack of travellers culture....we still need to learn what to expect and how to behave depending on the country we are visiting....; If I go to visit London I cannot pretend that a 3 starts hotel has the same standards and quality as a three starts hotel in Madrid or Tenerife Interviewee 7(DI) In regards to the traveller experience in travelling, it has been also identified as a determinant of the degree of credibility which may be attributed to UCC. For instance digital immigrant respondents are the most experienced travellers of the three generations. They feel more sceptical about UCC and thus, instead of use this information as a main source of information when comparing alternatives, they use it as a complement of official information. They are more experienced travellers and they feel they know until what extent it is possible to trust in third parties opinions.
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I use UCC as a complement of official information.....after having seen many things and analysed information, then you find different things at the destination so you just feel more sceptical each time about UCC Interviewee 7(DI) I have realised that reviews are not 100% reliable; I see them, I read them, but I dont trust in them Interviewee 7(DI) Concerning the expertise in the use of ICTs and social platforms has been identified as a determinant of information credibility. For instance, digital wise people respondents are not experienced in the use of social platforms, thus in using UCC. As consequence they prefer to use destination web pages and personal WOM rather than eWOM; however, they consult UCC as complement information when comparing alternatives. Complement not because of mistrust but because of confidence in more traditional sources such as WOM or destination web pages. To evaluate my alternatives I visit the destination web page and read the opinions and pictures people upload Interviewee 10 (DWP) I trust peoples information, but not 100%, I use it, but afterwards I have to check them and compare points of view Interviewee 9(DWP)
4.2.4 Stage four: purchase decision

After having evaluated all the alternatives identified in the search of information stage the tourist have to become to a decision of the best alternative. Depending on the complexity of the decision, the consumer will spend more time in evaluating the alternatives. Thus for high risk products, like the tourism products, it might be stated that the larger information search stages along the DMP are the pre-purchase stages: search for information stage and the evaluation of alternatives stage. Thus in order to become to a decision, the highest level of credibility it is attributed to opinions, the highest level of influence opinions will cause upon decisions.
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Generational differences, does UCC determine a purchasing decision? : Digital native respondents are the most sensitive to UCC. It is not only the main type of information they look for when searching for information or comparing alternatives, but also to become to a decision. They are highly influenced by UCC. In addition, it has been also found that depending on the nature of UCC they will take it more seriously as they completely believe in negative comments and do not trust positive comments. They agree in the fact that positive comments might be made by marketers or workers. However, opinions showing negative or both sides of reality are better accepted and can be the determinants of their final choice. What peoples write, it completely affects to my decision, above all if the information is negative....find negative information endow credibility to the information. On the contrary, I dont trust really positive comments Interviewee 1(DN) Negative opinions completely affect my decision to the extent of not going to a determinate hotel, and the travellers pictures too; and you can find that on Trypadvisor were people can upload pictures Interviewee 2(DN) I would say that the factors which determine my decision are price, quality and travellers reviews Interviewee 3(DN) On the contrary, digital immigrant respondents do not get influenced by UCC when taking a purchase decision. They are more experienced in travelling, life, and use of ICTs and thus, UCC just support their decisions. They also identify the type of travel practised as well as the type of tourism product purchased as a potential determinant of UCC influence. For instance, when practising rural or sun and beach tourism the services and infrastructures facilitated by the accommodator will be highly relevant for the tourist; therefore, a higher amount of information concerning accommodation will be sought as well a more user friendly source of information will be sought. For example, social platforms will be sought to compare alternatives and to become to a final decision. And as Bansal and Voyer (2000) pointed out, the more active WOM/UCC information is sought, the more probability will exist that the user will be influenced by WOM communications. As opposite to rural or sun and beach tourism, when going to a big city for cultural purposes other values are more important to take into account; factors such as the location of the hotel. Thus, the services provided by the accommodator become less important and thus, fewer reviews, opinions or pictures will be sought.
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Depending on what I want to do at the destination, the type of travel I am going to do I will expect different services; users pictures and reviews will influence more my decision Interviewee 7(DI) Between the high level of influence which digital native respondents attribute to UCC and the low influence digital immigrants respondents attribute to UCC, digital wise respondents are found. The eldest generation of respondents trust UCC, however, those contents do not determine their decision. In regards to this point they are more like digital immigrants respondents, they use it as complement information when deciding a travel but not like a decisive factor. I take a look at what peoples write but it doesnt determine my decision....peoples opinion s are very subjective Interviewee 11(DWP) I use forums and a little bit of everything, pictures and so on, to build the story of a place, so I can decide Interviewee 10(DWP)
4.2.5 Stage five: Travel preparations and travel experience

After having made a choice and decided what tourist product or products to purchase, there is a gap in time between the purchase moment and the consumption moment. Tourist products are purchased and consumed at different times; therefore, meanwhile, the tourist may continue looking for information after the purchase and before the travel. Therefore, before going on travel and during the travel stage most of the respondents identify destination web pages or marketer-dominated web pages as the main source of information. Social platforms and UCC are pushed to the background. More specific and detail-oriented information concerning activities at the destination is sought in order to finish with all the pretravel preparations. When preparing day to day activities I do not use social web sites anymore, I just use Google trying to find the information about the places I want to visit in order to know more before going Interviewee 7(DI) During the travel most of the respondents forget about the Internet and social media platforms. However it has been pointed out by some of the digital immigrant respondents that sometimes
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social media platforms are sought in order to find good quality local services, such as restaurants. In spite of that, it is not common to look for UCC within the travel period if the travel is short. For long travels Internet and social media sites are used more frequently. For instances, respondent 6 is travelling around the world as backpacker in a one year travel, thus, the information requirements are higher; she continues looking for information very constantly during the travel. Thus, depending on the length of the travel and the type of traveller, tourists will engage in a longer, extensive and deeper information search, not only for purchasing tourist products but afterwards for planning the everyday life.
4.2.6 Stage six: Travel satisfaction and outcome

After the travel experience respondents can participate in two ways, they can continue gathering for information using platforms such as Wikipedia in order to get further information about places or monuments they have visited; and they can participate in the creation of UCC. Creation of UCC: Concerning their possible participation in the creation of UCC, respondents of the three generations are eager to participate when they have had a negative experience due to complaining and revenge purposes as seen in Bougie et al. 2003. Thus, they mainly seek for opinions and friends platforms where they can express themselves. In general, respondents claim not to write positive experiences in opinions platforms mainly because they state that they have paid to have a positive experience; thus it is the obligation of the supplier of a product to guarantee the positive experience. Thus it is probably easier to find negative comments than positive ones. I would just write in a forum if I had a really bad experience Interviewee 6(DI) I have never participate writing information on the Internet, but if I had a really bad experience...in that sense Im very visceral, so I would try to go to the end in spit e of it cost me money Interviewee 11(DWP) Concerning friends and common interests social networks, blogs and forums, examining the three generations some differences have been found. For instances, digital users claim not to participate in creating UCC frequently because of laziness and privacy issues. However, they
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feel more likely to participate if they receive an email by the web page where the person bought the travel in order and in order to express their opinions. This act involves less effort and engages easily tourists with the web page. The most active respondents are the digital immigrant generation; they claim that the most used web sites are the social networks Facebook and Minube. In Facebook they upload pictures, videos and write comments to share with close friends; in Minube they upload pictures, videos, write comments and participate in forums in order to help other tourists to plan their trip. Respondent 6 and 7 they also participate in writing in forums like Geoplaneta and losviajeros.com in order to help other travellers with their travel plans. Concerning digital wise respondents they do not participate in creating UCC but they think it is an option for the future. By now I have not write anything, however it is something I plan to do in the future, I think it is really interesting to exchange opinions among people about their experiences and places they have visited. Im going to do it, even upload photos and comments Interviewee 12(DWP) The main problem which the eldest generation of tourists find in order to create contents is the ignorance in the existence of specialised platforms for travellers such as social networks as Minube. In addition, and as have been mention before, the lack of the experience with ICTs and social platforms complicate their participation. If I dont write or upload things is because I dont know how to use those places Interviewee 9(DWP)
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4.3 Push and Pull factors for using Social Media in tourism
After all that have been identified and analysed it is possible to extract the main factors which push and pull tourists from using social media for tourism purposes.
Table 4.1: Advantages and disadvantages of Social Media platforms as a source of UCC information
PULL (ADVANTAGES) Wide source to plan itineraries and routes (1,3,5,6,7,9) Wide source to compare alternatives
PUSH (DISADVANTAGES) Time consuming to get to know the
blogger, writer (5) Different experience in travelling by
accommodation (1,2,3,4,6,7,12)
UCC writers (5,7,8,9) Different personalities, backgrounds
Non-marketed dominated sources of information (6,8,1,3) Possible to obtain a different point of view far from marketers bias (7,8,3) Possible to obtain easily specific information (8,9,5) Possible to obtain real type of information, Increase Reduce (12,9,2,1,6,3,4) Express oneself (5,8,9,12)
Source: own source
and tastes of writers (5,6,7,8,9,11) Subjectivity of UCC(8,9,11) Existence of false information
(1,2,3,4) Time consuming to analyse the
veracity and utility of information (3,4,7)
learning
form
other
travellers experiences (2,5,6,7,9,12) confidence upon de
purchase (12,2,1,6) the risk perceived
Therefore it can be seen that the main advantages perceived from the use of social media are informational advantages. At the same time the disadvantages perceived for not using social media are the unknown nature of the UCC writer and the time consuming activity it represents to find the truth behind UCC.
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4.4 Summary
In this chapter the main results and findings of the research process have been unveiled. Briefly it has been illustrated that tourists use social media as a complete source of information all along the DMP in order to reduce the risk associated to the tourism product as well to reduce uncertainty. Generational differences exists; and due to credibility factors, UCC might not cause a great influence upon consumers decisions and due to the time consuming activity it represents consumers may choose turn to faster sources of information.
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Chapter 5: Conclusions
5.1 Introduction
In the present chapter the conclusions extracted from the main findings as well as from the overall process of the research project will be drawn. Therefore the chapter will be structured in an overall conclusion of the literature and main findings, recommendations for the tourism industry and recommendations for future research; where critical insights of this research process will be exposed.
5.2 Overall conclusion

Social media platforms are the new media; maybe not the future media as technologies are evolving all the time but the present media. They offer tourists the opportunity to express themselves, share contents, ideas and experiences which other tourists may use as a reference in their travel planning; fact which is greatly appreciated among tourists due to the high needs of information which they require. Social media platforms are searched and used all along the decision-making process for tourism products and by the three generations of users. However, its use varies among the different stages of the process as well as among generations. In the pre-purchase stages social media form the main source of information. Tourists when searching for information are eager to read tourists experiences which are perceived as far from marketers bias, user -friendly information, more credible and reliable and which offer a two-sided perspective. A wide number of platforms are used: forums, blogs and social networks for destination information whilst opinion platforms for accommodation. For this wide use of social media platforms it would be very interesting for companies to increase their presence upon them trough social media marketing strategies. In spite of the wide use of social media platforms, questions concerning subjectivity and credibility of UCC might arise. Some reviews and opinions are perceived as false, therefore tourists feel forced to carry out an evaluation process of the UCC in order to find the truth behind those contents; this process might be time consuming and thus may persuade tourists to turn to more effective and less time consuming sources of information. And depending on the very nature of the opinions, if they are positive or negative and the amount of them they will be perceived as more or less credible information.
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The credibility deposited in UCC will determine its influence upon tourists decisions as well as in the use of social media platforms. And this credibility will be influenced basically by the previous knowledge readers have upon the UCC writer, the travellers experience in travelling, and experience in the use of ICTs or social media platforms. Hence, it is very important that platforms are perceived as reliable and quality contents platforms in order to attract potential tourists. In this point a great generational different were identified, while the youngest generation of users attribute more credibility and are more influenced by UCC, the second and third generation use UCC as a complement information rather than a determinant. In regards to post-purchase stages social platforms are not used anymore as the main source of information but as a secondary source for gathering information and sharing contents. Gathering information in order to take particular details of a destination or a service; and uploading information to friends social networks and tourism online communities and forums in order to share experiences, photos, and videos and help other travellers to plan their experience. Tourism related social platforms are vastly used all along the decision-making process of tourists; therefore it is of great interests for marketers to study how these new generations of tourists are using and behaving in this platforms. This study has form a primary approach in the understanding of the social media use in tourist behaviour. Finally, the overall conclusions will be concluded with an interesting quote which started at the beginning of the first chapter: We should look not to technology as our guide to future success, but to the consumer. The winners will be those media that can fit seamlessly into peoples lives; that are readily available; and that builds on existing behaviour rather than demand overnight change Christie and Collin (2000) Thus, if tourists feel more confident using social media platforms the focus of companies should be placed on them for a better understanding of consumer behaviours and in order to attract them and provide them with the information they need and require.
5.3 Recommendations for the tourism industry

Social media is the new platform for doing media, as mentioned in the definition it is opposed to traditional media and more customer focused. It is true that tourist behaviour is a complex field; however, in order to develop a success marketing strategy it is of need importance to develop a
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good strategy from the basis of tourist behaviours. From there it is possible to satisfy in a better way tourists. Furthermore, it has been previously pointed out the fact that consumer is in the power; therefore, companies must have special care in the information upload to the Internet. Depending on the target market a company has, specific web sites have to be examined in order to monitor UCC. Positive electronic WOM can boost the success of a company but at the same time, negative eWOM can destroy a company (Silverman, 2001). Thus, as it was mentioned in the literature, informative and revenue strategies might be carried out to take advantage of UCC/ eWOM (Litvin et al. 2008). Another interesting point for companies might be to increase their presence were tourists take information from, and as have been seen from this research, social media might be one of the first sources of information for tourism purposes. In addition, if a company decides to use social media applications upon their own web page an interesting point would be to allow users to fill a complete traveller profile before uploading information. In this way, readers of UCC will attribute more credibility to those contents. The interesting fact of UCC is that for instances destinations which do not have great budgets for marketing expenses can take advantage of social media platforms in order to develop a good marketing strategy. Taking the case of a destination with a low budget, its marketers should incorporate social media tools such as forums, blogs, and video and photo platforms and so on to the destination web page to allow users to participate. Afterwards, the focus of the web page should be fixed in the locals side or tourists side or perhaps both. By locals side, residents participation at the destination web page should be promoted in order to create local UCC to attract tourists. As it was mentioned before, UCC is perceived as more credible and reliable contents out of marketer bias. Thus it would be a destination web page pushed by its people; locals could provide information to the web page and answer tourist queries. Who knows more than locals at a destination?. This is a way to engage locals with tourists establishing ties of union; ties what could be translated fidelity ties to the destination. From the tourist side, starting from the destination web page a social media marketing strategy or a viral marketing strategy might be the best way to promote destinations or product at a low cost, just with the spread of the online word, the electronic word of mouth. In order to reach all market segments user friendly social media platforms as well as detail oriented might be of highlight importance to attract tourists. Nowadays in a greater or lower
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measure, tourist of all generations use the Internet and the social media platforms, thus, applications must be consumer-focused and easy to use in order to facilitate the participation of every user. Tourists of the third generation form a segment with a great potential in the use of social media platforms; younger generations are growing up as well as older generations are learning to use them.
5.4 Recommendations for future research

This research study pretended to explore and describe the picture of the social media use in tourism behaviour trough the use of qualitative research techniques; thus, a really broad subject has been tackled and wide amounts of information have been obtained. The instrument of the research, the interviews, provided the researcher with all that information needed and a lot of extra information. Due to this huge quantity of information the qualitative analysis done, it was long and incredibly time-consuming activity. Qualitative researches are known for the obtaining of great amounts of information, however, in this special case it is believed that if the topic of study had been better narrowed, more specific information would have been obtained. Therefore for future research it is strongly recommended that when studying consumer behaviour if qualitative research is chosen and the semi-structured interview is selected as research instrument, the questions prepared should be completely focus on the aspect of tourism which want to be studied and not in a whole field. Consumer behaviour is a very complex field which affects plenty of disciplines, thus the aspect of behaviour which want to be studied should be focused on specific aspects. In addition, for this research a sample of twelve tourists of the three generations were selected. As consequence very general information of different types of segments and tourists has been obtained. Hence, for further research it is strongly recommended to focus the sample in specific segments of tourists in order to obtain more specific data. In the researchers opinion this would be the first step; the second would be to apply quantitative methods in order to obtain more measurable data of the different countries and regions of the world in order to know how they use social media platforms and thus, provide them of what they are really looking for. During the research process interesting lines of research have emerged, for instance it could be furthered study the credibility of the social media platforms, as well as the features which
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tourists perceived as indispensable in tourism social networks in order to create attractive tourist platforms, tourist-friendly platforms. Finally and in order to conclude it has to be underlined the importance of tourist behaviour as a field of study. Understanding tourists is the key to success in the tourism industry and thus, it has to be promoted.
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APPENDIX 1:
ADVANTAGES AND DISADVANTAGES OF INTERVIEWS
Sarantakos (2005) identifies the following advantages of the interview as a research instrument: Flexibility, the interview can be adjusted in order to face different situations. Easy administration respondents are not required to fill complex documents, just answer questions and express themselves. Less tedium, it involves participation, thus it is more interactive than other methods. Control over the environment, the interviewer can control the external conditions in order to facilitate responses. Capacity for correcting misunderstandings by respondents, this is only possible in interviewing, other methods do not allow explanations. Control over the order of the questions, the interviewee do not know the questions which will be asked, thus the person cannot anticipate answers. In addition the interviewer can ask questions in the most appropriate order. Opportunity to record spontaneous answers, this constitutes a real advantage, spontaneous answers just happen in conversations, not in questionnaires. Control over the identity of the respondent, the interviewer know who is the respondent, however in questionnaires do not. Control over time, date and place of the interview, all the pertinent details for an interview can be planned in order to obtain results, however in questionnaires it cannot happen, the researcher does not know where, how and in which conditions the respondent fill the questionnaire. On the other hand, Sarantakos (2005) also identifies some limitations as interviewer bias, the fact that it is a less convenient method than others, there is no anonymity for the respondent
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and it is a complicated instrument for controversial issues. In spite of the limitations, the advantages presented suits completely the researcher intentions to complete the investigation.
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APPENDIX 2:
INTERVIEW TYPES
Table 3.2 Comparison of structured, semi structured and unstructured interviews
Descriptor Style
Design Researcher stance Researcher perspective Limited reflexibility Consequence of researcher stance and perspective Exchange issues Limited reciprocity during the research process Subject/respondent Language used Data Representation
Structured Specific protocol of question and answer Structured Objective Outsider
Semi-Structured Conversation-like Semi-emergent Subjective Insider Reflexibility
Unstructured Conversation Emergent Subjective Insider Reflexibility
Reciprocity
Reciprocity
Material/Data collection Basis of analysis Findings expressed as Writing style for reporting research
Source: Ritchie et al. (2005)
Checklist Some open-ended questions Mathematical and statistical analysis Numeric representation Scientific report
Informant, participant Informant, co-researcher participant coEmpirical materials researcher Slice of life Empirical materials Slice of life Field notes Field notes Transcription and Transcription and recording recording Textual analysis Textual analysis Depthtful and thick descriptions Narrative Depthful and thick descriptions Narrative
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APPENDIX 3:
INTERVIEW GUIDE
INTERVIEW GUIDE FOR TRAVELLERS Travel profile Do you use the Internet? How much and for what? (Social networks, blogs, forums etc) Have you traveled abroad & nationally on vacation in the last 3 years? How many times and where? When it is time to travel, do you use the Internet in any way t look for travel information? before during or after the travel? Is the purchase of a travel something that you get highly involved in? why or why not? Information search How do you go about when searching for a travel? What kind of information do you primarily go for? How and where do you search for travel information online? (Social networks? Forums? Specialized websites?) Any particular travel website do you use? Does the complexity of the travel affect how much information you collect as well as the web pages you use? Evaluation of alternatives After having collected information, how do you evaluate your alternatives? How do you compare them? (Reviews?) What are the most important factors when comparing travels? Do you use a special web site to evaluate and compare your alternatives?
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Do you use user generated content to evaluate your alternatives? If yes, what happen if you find negative reviews? Would this affect your travel decision? to what extent this information affect the rejection/acceptance of an alternative? To what extent do you trust the user generated content you find on the different web pages?(UGC as photos, reviews, blogs, videos etc) What advantages do you perceived of the user generated content? What disadvantages do you perceived of the user generated content? Do you put a lot of time, money and energy into deciding on the right travel? Decision choice made How do you come to a decision? What factors on the internet influence/determine your decision? Where did you book your last travel? Have you during the 3 last years book a leisure travel on the internet? Why? Why not? how many? What factors are there that finally makes you book the travel that you do? Post purchase behavior After having purchase your holiday when planning the details and activities you plan to do, which web pages or tools do you use? (Do you use mushups? Google maps? Wikipedia? YouTube etc to gain more information? Why? Why not?) What information do you look for when preparing your holiday? Which pages do you use? In order to let people know about your holiday experience, do you write your experience or upload information after your holiday? (pictures, videos etc)Why or why not? Does it matter if the experience was positive or negative? How many times have you write or upload information of your travel in the last year?
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Do you think that the risk of being disappointed at the destination is less if you read or see the user generated content first?
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APPENDIX 4:
TRANSCRIPT INTERVIEWEE 3
Entrevista a Andrs 00 :24 :25 Ire: no se si ests relacionado con el trmino medio social o no.. An: yo lo que entiendo por medio social es desde peridicos o tv hasta el uso de internet, las redes sociales Ire: vas ms encaminado por ese lado An: pues las redes sociales y eso Ire: bueno, yo te voy preguntando y tu me vas contestando ampliamente vale? An: vale Ire: asi que bueno ms o menos est as estructurado..... Ire: usas internet? An: si muchsimo (0:01:00.211) Ire: de manera diaria... An: todos los dias Ire: Por qu? An: mirar el correo, fotografas, para el facebook y prcticamente eso Ire: tienes algn blog? An: si tena, pero ya lo he dejado...si si que tengo, hace mucho que no escribo, pero si tena un blog Ire: has viajado por el pas o al extranjero en los ltimos 3 aos? (0:01:32.061) An: uff, si mucho, por el pas he estado en Valencia en las fallas, en Galicia, Barcelona, Asturias, Crdoba, Alicante, y creo que ya por aqui. Y en el extranjero me ha cogido en el erasmus as que he visitado bastantes sitios. Pases o ciudades? Ire: ciudades An: he estado en Paris, he estado en Berlin en Colonia, en Dusserdorf, en Roma, Amsterdam, Praga, Krakovia, en Londres en Boston en Nueva York, FIladelfia, Washington.. Ire: algo ms? An: y seguro que me dejo cosas Ire: as que viajas poco no? An: un poquito nada ms Ire: a la hora de viajar usas internet antes, durante, despus del viaje o nada?( 0:02:54.451) An: Sobre todo antes, sobre todo para reservar vuelos, mirar precios reservar hoteles, informarme un poco de que hay que ver en la ciudad, mirar algunos foros, crticas de sitios para comer, tambin de hoteles.... Ire: la compra de un viaje (0:03:21.615) es algo en lo que te implicas mucho...tiempo y esfuerzo
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An: depende del viaje, en el viaje a Estados Unidos estuve 3 semanas organizndolo, en cambio un viaje as ms sencillito que fuera simplemente a Paris a un sitio ms concreto de donde slo voy a estar en un sitio igual en 3 das o as ya lo tengo todo listo Ire: pero en general le dedicas tiempo An: si, si que le dedico tiempo Ire: cuando sientes que quieres viajar y todo eso, para decidir donde ir, qu haces a la hora de buscar informacin, te vas a internet directamente o a alguna agencia de viajes....(0:04:07.145) An: directamente a Internet, y bien o la propuesta del viaje suele venir de algn amigo o de alguna idea de sitio donde siempre has querido ir pero que todavia no has ido Ire: qu tipo de informacin es la 1 que buscas cuando has decidido viajar? An: el vuelo, cuando es al extranjero, y el hotel cuando es destino nacional Ire: cmo y dnde buscas informacin online? (0:04:47.675) An: pues para vuelos utilizo edreams sobretodo, para localizar el vuelo ms barato y luego lo resuelvo con la compaa, porque normalemente te sueles ahorrar dinero con las tasas de la reserva, normalmente, pero hay veces en las que no. Y para buscar hoteles y dems tiro directamente de google. Aqu ltimamente he comenzado a utilizar Atrpalo para destinos nacionales, pero sin muy buen resultado. De todo lo que he salido solo he encontrado una cosa ineresante que fue en el viaje a las fallas en Valencia pero en el resto de sitio he acabado reservando en otro sitio. Ire: a qu llamas interesante? An: a la relacin (0:05:42.131) calidad precio, ya uno trabaja y no va a lo ms barato barato. Ms o menos dependiendo con quien viaje suelo buscar gastarme los 20, 30 euros por noche Ire: pero eso es barato An: 20 euros por noche es barato pero se puede encontrar algn hotelito, depende de donde vayas Ire: hotelito o hostelito An: no no hotelito, por ejemplo, cuando fui a la Corua, un hotel de 3 estrellas ehh en la Corua no, en Santiago de Compostela Ire: a 5 km del centro (0:06:19.761) An: no no no , en el mismo Santiago de Compostela, que nos sali a 30 euros la noche y estuvo genial Ire: entonces as en general no hay ninguna web de viajes o web en particular que utilices cada vez que quieres viajar? An: para los vuelos edreams, para el resto no Ire: osea que te metes en google y lo que aparezca no? AN: exactamente (0:06:44.501) despus mirando e investigando y luego tambin lo que hago mucho es ir tirando de foros y de sitios que vienen recomendados y dems, pero no tengo ninguna web de referencia Ire: tras haber recogido toda la informacin, cmo evalas las alternativas, cmo las comparas? An: (0:07:02.211) pues a ver en los vuelos comparo precios y escalas si hay escalas o no hay escalas, y miras un poco la relacin, por ejemplo, en el viaje a Estados Unidos tenamos el vuelo directo MadridBoston por 800 euros, y el vuelo con la escala en Amsterdam nos sala por 400 euros, te ahorras un 50% por una escala, pero igual un vuelo directo a Paris cuesta 80 y uno con escala 60 pues cogera el de 80, y
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luego en el tema de hoteles, como suelo hacer es buscar hoteles 1 por precio y dentro del precio que vas buscando pues la mejor calidad que encuentres, que hay veces que encuentras cosas muy interesantes y baratas. Entonces puede ser un sitio que est generalmente cerca del centro , a poder ser un hotel preferiblemente a un albergue y el precio...eso son las cosas en las que me fijo Ire: utilizas alguna pgina en especial para comparar tus alternativas? An: uhmmm no, realemente no...si te refieres a utilizar las utilidades que te dan algunas webs de elegir dos hoteles y verlos en comparativas pues no lo he usado nunca Ire: utilizas el UGC, comentarios et etc para comparar tus alternativas? An: (0:08:43.281) si pero con mucho cuidado, porque hay muchos comentarios que son falsos entonces hay que discriminar un poco, suelo..ehh..el critrio que uso para discriminar un poco es que por ejemplo si sobre un hotel todos los comentarios son malos, todos los comentarios tienen todo malo, es sospechoso de que esos comentarios no son verdad, porque por muy malo que sea un hotel siempre hay algo que estar bien, aunque sea la sonrisa del recepcionista y entonces eso le quita veracidad. AL igual que si todos los comentarios dicen que todo es maravilloso y estupendo pues normalemnte suelo filtrar los comentarios que creo que estn hechos con criterio [...] estbamos muy lejos del centro, los empleados eran amables y la habitacin era pequea, es como cosas que te han gustado y cosas que no, entonces tienen bastante credibilidad esos comentarios Ire: osea que los comentarios que dan crticas positivas y negativas a la vez son los que ms valoras An: si, por ejemplo, una vez que reserve un hostal aqu en Madrid en la Gran Va, en los comentarios sobre el hostal, er aun hostal que me confiaba confianza por los servicios que ofreca, la web que tena etc. porque era un hostal de 3 estrellas no era un hostal cutre digamos. En cambio, todos los comentarios de la web eran malsimos, que ni cucarachas que ni no se qu ni no se cuntos , pero me dije, algo bueno tendr, segu investigando y segu viendo ms webs donde no lo pona tan mal (0:10:34.301) haba comentarios en plan la habitacin es muy vieja, el bao es muy viejo pero es bastante limpio, y eso no es lo que deca la del otro sitio, entonces vas comparando un poco por intuicin que temas son creibles Ire: entonces, el que encuentres comentarios negativos afecta eso a tu decisin? An: de primeras no, analizo ms (0:11:01.957) Ire: osea que coges lo que encuentras, lo analizas, lo valoras y ves An: exactamente, en el caso por ejemplo de que encuentre una buena oferta en un sitio barato y de que est bien investigo ms, porque es algo que realmente me interesa, y si todos los comentarios son absolutamente negativos me molesto en investigar ms, para ver si realmente es asi o no. SI por ejemplo, el sitio de por si es malo y no me interesa mucho y los comentarios son negativos pues...e incluso si adems de no interesarme demasiado tiene comentarios negativos ms fcil es descartar Ire: entonces hasta qu punto diras que te fas de los comentarios y crticas que te pone la gente? (0:11:49.927) An: yo dira que no demasiado, filtro mucho. Realmente no me fijo digamos...suelo leer muchos comentarios y no me quedo con las primera impresin, es lo que te digo, busco comentarios razonados, de que realmente se vea que la persona que ha estado ha visto cosas positivas y negativas que a mi es eso lo que me da ms credibilidad, y adems, es que adems lo he ido comprobando, que cuando me he
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ido fiando de esos primeros he llegado al sitio y es verdad lo que deca ese tio que estaba mal, lo tenan que mejorar y lo que estaba bien no tanto. Ire: a parte de crticas y esas cosas lees algn blog de viajes? (0:12:32.941)porque hay mucha gente que para evaluar sus alternativas, aparte de leer los comentarios que escribe la gente se mete en la pgina de alguien que tiene un blog...[...] An: si, un foro o....; la verdad es que no lo hago hasta el viaje a nueva york, que me meti en el foro de visita a Nueva York y sobre todo lo hice para ver que cosa tienes que ver aqui, qu no te puedes perder, para organizarme un poco ms que para elegir hoteles Ire: ms por la planificacin y organizacin del destino de las cosas que se pueden hacer (0:13:06.321) An: exactamente Ire: qu ventajas percibes de la info subida por el usuario, dcese, la que no es oficial? An: de ventajas dira que es ms fiable que la oficial Ire: puede, pero luego tu no te fas de esa informacin An: puede ser, y otra ventaja es que te da otra visin distinta a lo que es la versin oficial. En la versin oficial siempre todo es maravilloso, bonito y estupendo y dems y leyendo los comentarios puedes leer que cosas son no tan verdad de la versin oficial Ire: y desventajas? An: (0:13:59.521) desventajas el que segn he visto hay mucho troll que se llama, de comentarios que solo sirven para desprestigiar el sitio y que necesita de ms tiempo para analizarlo, eso si que lo veo yo una desventaja. Porque de la info oficia te lees el prrafo que se ha puesto y ya est, en cambio los comentarios necesitas de meterte en varias webs donde se han dejado comentarios para hacerte realmente una idea del sitio Ire: entonces cuando llegas a una decisin, que actores o informaciones de internet son las que ms influencian en tu decisin? An: (0:14:55.651) los factores....ehh... pues dira que como 1 factor el precio, 2 factor la calidad, y tercero los comentarios (el CGU) Ire: en los ltimos 3 aos has reservado alguna vez algn viaje por Internet? An: (0:15:34.461) prcticamente todos los que te he contado, desde el viaje a Estados Unidos como el viaje a Roma, los hoteles nacionales tambin.. Ire: por qu? An: yo dira que sobre todo por comodidad, que realmente lo puedes hacer cuando tu quieras, puede ser a las 11 de la noche, no te dejas dinero en una llamada telefnica y luego que....lo considero seguro, las transacciones, tengo un poco de cuidado en algunos aspectos de la web, pero...algo que est bien hecho es totalmente seguro Ire: despues de haber comprado tu viaje , para planificar las actividades del da ada utilizas alguna web especfica?o herramientas? An: google maps, lo utilizo un poco para situarme, donde est el hotel, dnde est en las ciudades el meollo de lo que quiero ver e ir viendo las alternativas de transportes, puedo ir a pie, si tengo que coger algn bus o metro. Otra de las pginas web que ms visito es la pgina de transportes de la ciudad de
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visito, para ver si hay autobus o metro y de vez en cuando tambin visito las webs oficiales de turismo, aunque generalmente tampoco me sirven de gran ayuda la verdad Ire: y eso? An: no, porque encuentras cosas pero realmente...una de las cosas que echo en falta de muchas pginas webs (0:17:25.921) son realmente recorridos, es decir, te metes en cmo organizar tu viaje y son generalidades, a ver, si yo quiero organizar mi viaje, quiero organizar mi viaje, y digo a ver, qu cosas hay para ver en un da, de decir, pues oye mira, dentro de esta zona tienes para visitar esta iglesia tal y tal, y normalmente como vienen ellos es: quiero hacer un viaje de arte y te vienen todas las galeras que hay, quiero hacer un viaje de monumentos, y te vienen todos los monumentos que hay, quiero hacer un viaje de fiesta, y te vienen todos los pubs, Ire: osea que lo que te gustara encontrarte son itinerarios ya hechos en los que te diga, si tienes un dia pues tal (0:18:12.861) y para hacerte una panormica del sitio y visitar lo ms importante, aqui aqui aqui, y te hacen una lnea roja o lo que sea en el mapa An: exactamente. O..decirme, importantes, cosas que no te puedes perder esto esto esto y esto. Sugerencias de itinerarios, pues un da esta zona, y dentro de esta zona pues tienes esta iglesia, este museo este monumento y contarte un poco la historia de lo que hay alli, y realmente esto no lo he encontrado en ninguna, de las que yo he visitado, por eso ya deje de visitar Ire: para que la gente sepa acerca de tus experiencias viajeras, escribes algun blog o comentarios sobre elementos de tu viaje, subes fotos o..... AN: (0:19:29.781) pues en el blog no escribo pero comentarios hay veces que si ya sea por muy buenas experiencias o muy malas generalemente . SI, por ejemplo, en el viaje a EEUU en todos los hostels deje mi opinin, despus de que estuve me mandaron un mail para pedirme la opinin, y a los 15 das , cuando encontr un momento en plan me aburro, pues me puse a poner las impresiones, y claro, por ejemplo al de washington le puse a parir Ire: pero eso, en las encuestas que te mandan ellos An: si, pero luego ellos publican los comentarios directamente Ire: si? An: los comprob (0:20:22.335), menos el de wahisngton, que voy a ver si no lo publican y como no lo publiquen voy a mandar una critica a los de hostel international para quejarme de que me han cogido y vetado el comentario Ire: que bueno... AN: sisi, de eso yo me qued, que dije no me lo puedo creer que no me lo hayan publicado, pero yo lo de la reserva lo siento mucho pero es que me pareci una pasada. Me queda pendiente comprobarlo y mandar el mail a la central del hostel international a quejarme Ire: entonces diras que a la hora de escribir un comentario afecta si es negativo o positivo? An: Normalmente para que escriba una critica tiene que ser muy positiva de que me ha gustado el sitio por como me han tratado o de algo que me ha pasado que ha sido muy negativo, algo que normalmente intento dar una visin general, aunque me haya pasado algo negativo intento dar algo positivo Ire: subes fotos o videos?
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An: no... Ire: es por privacidad? An: (0:21:56.435) a mi no me importa que el esto de la gente las vea, pero no que usen mis fotos Ire: y al facebook subes fotos? An: al facebook tengo 3 fotos subidas que son las de mi ara para el perfil, esas son als fotos que tengo, y luego si mis amigos quieren ver mis fotos, pues se las mando por email, si ya alguno me pregunta, y por qu no las subes en el facebook?.. Ire: hombre, luego hay algunas aplicaciones y tal como picasa y movidas de esas que realmente nadie puede , nadie, solamente las personas que tu quieras pueden acceder a ese espacio, ese espacio para ver tus fotos, que no est abierto al pblico, como una red social, pero no exactamente An: claro pero eso tiene agujero Ire: todo tiene agujeros An: tien agujeros y compartir mis fotos asi por internet no me gusta, no me da confianza , no lo hago Ire: pero que quede claro, es por temas de privacidad An: si, es por temas de privacidad Ire: Crees que el riesgo de ser decepcionado en el destino es menor si ya has visto antes el UGC? An: yo creo que si, te refieres a riesgo o a percepcin de riesgo? Ire: percepcin? An: si, yo creo que vas ms tranquilo porque has estado informndote, y luego el riesgo real yo creo que tambin es menor, porque realmente si un sitio es muy malo muy malo muy malo pues va a haber pocas cosas que...vas a encontrar ms informacin dirigida en ese sentido, entonces si lo has elegido a pesar de sabe eso creo que vas a tener bastante riesgo de estar decepcionado.
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APPENDIX 5:
TABLE OF QUALITATIVE DATA ANALYSIS
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Rodrguez Irene Luce Na

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Social Media in Tourism Behaviour

By Irene Lucena Rodrguez

MA in European Tourism Management Bournemouth University Universit de Savoie 2009

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

I declare that this dissertation is my own unaided work.

Author: Irene Lucena Rodrguez Bournemouth, August 2009

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

3.8 3.9 3.10

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

UCC DMP WOM eWOM EKB SMM DN DI DWP

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

Rationale of the research

MA in European Tourism Management

Social Media in Tourism Behaviour

Research aims and objectives

Examine which factors determine UCC credibility

Layout of the dissertation

This research study is structured as illustrated in figure 1.1:

Figure 1.1: Dissertation layout and structure

MA in European Tourism Management

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

Consumer behaviour in travel and tourism

MA in European Tourism Management

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

The tourism product

MA in European Tourism Management

Social Media in Tourism Behaviour

Complexity of Consumer behaviour in tourism

MA in European Tourism Management

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

Factors influencing the decision-making process in tourism

MA in European Tourism Management

Social Media in Tourism Behaviour

Typologies of Tourist behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

MA in European Tourism Management

Social Media in Tourism Behaviour

Online tourist behaviour: the new client, the new tourist

2.2.6.1 The web as a platform: Web 2.0

MA in European Tourism Management

Social Media in Tourism Behaviour