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How Travelers Use Online and Social Media Channels to Make Hotel Choice Decisions. A Comparative Study of Russian Federation and American Tourists’ Online Consumer Behavior

Author

Listed:
  • Sergey P. Kazakov

    (National Research University Higher School of Economics)

  • Marina D. Predvoditeleva

    (National Research University Higher School of Economics)

Abstract

Over the last decades, the global hospitality and tourism (or H&T) industry has undergone dramatic changes. Among the factors stimulating the growth of the H&T industry, the spread of information and communication technologies (ICTs) and social media should be emphasized. The same trends characterize the Russian H&T industry as well. However, despite the significant role of social media in the Russian H&T industry, there is still a lack of understanding of Russian H&T customers’ behavior. The current study aims to fill this gap and demonstrates how Russian travelers use social media to make hotel choice decisions and share their experiences on social media after their travel is completed. In order to deliver a more thorough revealing of Russian travel consumers’ peculiarities and to discover if there is Russian uniqueness, the online behavior of American and Russian travelers is compared in this paper.

Suggested Citation

  • Sergey P. Kazakov & Marina D. Predvoditeleva, 2015. "How Travelers Use Online and Social Media Channels to Make Hotel Choice Decisions. A Comparative Study of Russian Federation and American Tourists’ Online Consumer Behavior," HSE Working papers WP BRP 44/MAN/2015, National Research University Higher School of Economics.
    • Handle: RePEc:hig:wpaper:44man2015
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    References listed on IDEAS

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    3. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    5. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
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    Cited by:

    1. Bris, Myriam & Pawlak, Jacek & Polak, John W., 2017. "How is ICT use linked to household transport expenditure? A cross-national macro analysis of the influence of home broadband access," Journal of Transport Geography, Elsevier, vol. 60(C), pages 231-242.

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    More about this item

    Keywords

    hospitality industry; social media; ICT; customers’ behavior; Russia.;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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