Araştırma Makalesi
BibTex RIS Kaynak Göster

Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features

Yıl 2020, Cilt: 6 Sayı: 1, 1 - 12, 30.06.2020

Engin Tengilimoglu Azize Hassan

https://doi.org/10.26650/jot.2020.6.1.0010

Öz

The transformations experienced in the tourism industry along with developing internet technologies are bringing out new distribution channels. The presentation of tourism products through these channels has also been rapidly accepted by the tourists. Online travel sales exceeding 690 billion dollars together with developing mobile payment options have made online purchasing behaviors an important issue. Although Flow Theory had been previously used in the fields such as adventure and sports, in the course of time it has started to be used also for understanding online consumer behaviors and it was seen that it has positive effects like trust, and e-loyalty in users. Therefore, determination of the factors that will provide consumers with flow experience in online environments, has also become an important issue. In this study, the features of a booking site that will provide consumers with flow experience were examined and which factors are more effective in the flow theory was searched. Consequently, it was determined that the flow experience is affected by utilitarian and hedonic features offered to consumers. Additionally, it was also observed that hedonic features offered to the consumers during the purchasing process affects the flow experience more than utilitarian features.

Anahtar Kelimeler

Flow theory Online rezervation Online purchase behavior Utilitarian and hedonic features

Destekleyen Kurum

The authors declared that this study has received no financial support.

Kaynakça

  • Ak, S., & Dincer, M. Z. (2019). Investigation of Consumer Reviews on Social Media for Five-Star Hotel Enterprises in Istanbul: A Case of TripAdvisor. Paper presented at the 18th Traditional Tourism Symposium, Istanbul, Turkey. Proceedings of the Journal of Tourismology, 5(2), 171‒183.
  • Akgöz, E., & Tengilimoğlu, E. (2015). Online müşteri değerlendirmelerinin, tesis özellikleri açısından incelenmesi; Booking.com örneği. 16. Ulusal Turizm Kongresi, Çanakkale, 145‒163.
  • Amaro, S., & Duarte P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, (46), 64‒79.
  • Barış, G. (2015). Optimal Deneyimler Psikolojisi. In Yağcı, M. İ. & Çabuk S. (Ed.), Pazarlama Teorileri, (pp. 251-264). MediaCat, İstanbul.
  • Bilgihan A., Nusair K., Okumus F., & Cobanoglu, C. (2015). Applying flow theory to booking experiences: An integrated model in an online service context. Information & Management, (52), 668–678.
  • Bilgihan, A. (2012). The role of flow in creatıng e-loyalty: the case of online hotel booking websites. Doctor of Philosophy Dissertation, University of Central Florida, Orlando, Florida.
  • Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, (14), 222–232.
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism Management, (29), 609–623.
  • Çuhadar, M. ve Köseoğlu, S. & Gültepe, Ö. (2018). Isparta ilindeki konaklama işletmelerine yönelik çevrimiçi müşteri değerlendirmelerinin incelenmesi: Tripadvisor örneği. Süleyman Demirel Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(1), 227-239.
  • Emarketer (2018). Global digital travel sales 2018. https://www.emarketer.com/content/globaldigital-travel-sales-2018. Access Date; 10.12.2018.
  • Esteban, I., Francisco, M., Martínez, J., David L., & Rodrigez A. I. (2014). The concept of flow in online consumer behavior. In F. J. Martinez-Lopez (Ed.), Handbook of Strategic e-Business Management (pp. 371-402). Springer-Verlag Berlin Heidelberg.
  • Guo, Y. M., & Poole, M. S. (2009). Antecedents of flow in online shopping: A test of alternative models. Info Systems Journal, (19), 369–390.
  • Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM), London, SAGE Publications.
  • Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 60(3), 50–68.
  • Hsu, C. L., Wu, C. C., & Mu-Chen C. M. C. (2013). An empirical analysis of the antecedents of e-satisfaction and e-loyalty: focusing on the role of flow and its antecedents. Information Systems E-Bussiness Management, (11), 287–311.
  • Kamau, J. P. W. (2015). Travel agencies response to internet evolution in Nairobi country: an analysis of competitive strategies. Doctor of Philosophy Dissertation, Kenyatta University.
  • Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Inf. Syst. Res., 13(2), 205–223.
  • Liu, J. N. K., & Zhang, E. Y. (2014). An investigation of factors affecting customer selection of online hotelbooking channels. International Journal of Hospitality Management, (39), 71–83.
  • Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, (47),140–151.
  • Lopez, I., & Ruiz, S. (2011). Explaining website effectiveness: The hedonic–utilitarian dual mediation hypothesis. Electronic Commerce Research and Applications, (10), 49–58.
  • Muneta, A., Elena, M., & Andrea, O. L. (2013). ICT Impact on tourism industry. International Journal of Management Cases, 15(2), 87–98.
  • Noort, G. V., Voorveld, H. A. M., & Reijmersdal, E. A. V. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers’ online flow experience. Journal of Interactive Marketing, (26), 223–234.
  • Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: a structural modeling approach. Marketing Science, 19(1), 22–42.
  • Nusair, K., & Parsa, H. G. (2011). Introducing flow theory to explain the interactive online shopping experience in a travel context. International Journal of Hospitality Tourism Administration, (121), 1–20.
  • Obada, D. R. (2013). Flow theory and online marketing outcomes: a critical literature review. Procedia Economics and Finance, (6), 550–561.
  • Ozkara, B. Y., Ozmen, M., & Kim J. W. (2017). Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value. Journal of Retailing and Consumer Services, (37),119–131.
  • Schuberth, T. M. F., & Henseler, J. (2018). PLS path modeling–a confirmatory approach to study tourism technology and tourist behavior. Journal of Hospitality and Tourism Technology, 9(3), 249–266.
  • Sunar, H., Gökçe, F. ve Sürücü, A. Ö. (2018). Hatay’ın turizm değerlerinin online müşteri deneyimleri aracılığıyla incelenmesi. Journal of Recreation and Tourism Research, 5(4), 63–71.
  • Tengilimoğlu, E., Göral, R. ve Akgöz, E. (2017). Olumlu ve olumsuz geri bildirimlerin memnuniyet düzeylerine göre incelenmesi: Booking.com örneği. 18. Ulusal Turizm Kongresi, Mardin, 556566. TripAdvisor (2016). TripBarometer, Traveler Trends & Motivations Global Findings.

Yıl 2020, Cilt: 6 Sayı: 1, 1 - 12, 30.06.2020

Engin Tengilimoglu Azize Hassan

https://doi.org/10.26650/jot.2020.6.1.0010

Öz

Kaynakça

  • Ak, S., & Dincer, M. Z. (2019). Investigation of Consumer Reviews on Social Media for Five-Star Hotel Enterprises in Istanbul: A Case of TripAdvisor. Paper presented at the 18th Traditional Tourism Symposium, Istanbul, Turkey. Proceedings of the Journal of Tourismology, 5(2), 171‒183.
  • Akgöz, E., & Tengilimoğlu, E. (2015). Online müşteri değerlendirmelerinin, tesis özellikleri açısından incelenmesi; Booking.com örneği. 16. Ulusal Turizm Kongresi, Çanakkale, 145‒163.
  • Amaro, S., & Duarte P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, (46), 64‒79.
  • Barış, G. (2015). Optimal Deneyimler Psikolojisi. In Yağcı, M. İ. & Çabuk S. (Ed.), Pazarlama Teorileri, (pp. 251-264). MediaCat, İstanbul.
  • Bilgihan A., Nusair K., Okumus F., & Cobanoglu, C. (2015). Applying flow theory to booking experiences: An integrated model in an online service context. Information & Management, (52), 668–678.
  • Bilgihan, A. (2012). The role of flow in creatıng e-loyalty: the case of online hotel booking websites. Doctor of Philosophy Dissertation, University of Central Florida, Orlando, Florida.
  • Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, (14), 222–232.
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism Management, (29), 609–623.
  • Çuhadar, M. ve Köseoğlu, S. & Gültepe, Ö. (2018). Isparta ilindeki konaklama işletmelerine yönelik çevrimiçi müşteri değerlendirmelerinin incelenmesi: Tripadvisor örneği. Süleyman Demirel Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(1), 227-239.
  • Emarketer (2018). Global digital travel sales 2018. https://www.emarketer.com/content/globaldigital-travel-sales-2018. Access Date; 10.12.2018.
  • Esteban, I., Francisco, M., Martínez, J., David L., & Rodrigez A. I. (2014). The concept of flow in online consumer behavior. In F. J. Martinez-Lopez (Ed.), Handbook of Strategic e-Business Management (pp. 371-402). Springer-Verlag Berlin Heidelberg.
  • Guo, Y. M., & Poole, M. S. (2009). Antecedents of flow in online shopping: A test of alternative models. Info Systems Journal, (19), 369–390.
  • Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM), London, SAGE Publications.
  • Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 60(3), 50–68.
  • Hsu, C. L., Wu, C. C., & Mu-Chen C. M. C. (2013). An empirical analysis of the antecedents of e-satisfaction and e-loyalty: focusing on the role of flow and its antecedents. Information Systems E-Bussiness Management, (11), 287–311.
  • Kamau, J. P. W. (2015). Travel agencies response to internet evolution in Nairobi country: an analysis of competitive strategies. Doctor of Philosophy Dissertation, Kenyatta University.
  • Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Inf. Syst. Res., 13(2), 205–223.
  • Liu, J. N. K., & Zhang, E. Y. (2014). An investigation of factors affecting customer selection of online hotelbooking channels. International Journal of Hospitality Management, (39), 71–83.
  • Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, (47),140–151.
  • Lopez, I., & Ruiz, S. (2011). Explaining website effectiveness: The hedonic–utilitarian dual mediation hypothesis. Electronic Commerce Research and Applications, (10), 49–58.
  • Muneta, A., Elena, M., & Andrea, O. L. (2013). ICT Impact on tourism industry. International Journal of Management Cases, 15(2), 87–98.
  • Noort, G. V., Voorveld, H. A. M., & Reijmersdal, E. A. V. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers’ online flow experience. Journal of Interactive Marketing, (26), 223–234.
  • Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: a structural modeling approach. Marketing Science, 19(1), 22–42.
  • Nusair, K., & Parsa, H. G. (2011). Introducing flow theory to explain the interactive online shopping experience in a travel context. International Journal of Hospitality Tourism Administration, (121), 1–20.
  • Obada, D. R. (2013). Flow theory and online marketing outcomes: a critical literature review. Procedia Economics and Finance, (6), 550–561.
  • Ozkara, B. Y., Ozmen, M., & Kim J. W. (2017). Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value. Journal of Retailing and Consumer Services, (37),119–131.
  • Schuberth, T. M. F., & Henseler, J. (2018). PLS path modeling–a confirmatory approach to study tourism technology and tourist behavior. Journal of Hospitality and Tourism Technology, 9(3), 249–266.
  • Sunar, H., Gökçe, F. ve Sürücü, A. Ö. (2018). Hatay’ın turizm değerlerinin online müşteri deneyimleri aracılığıyla incelenmesi. Journal of Recreation and Tourism Research, 5(4), 63–71.
  • Tengilimoğlu, E., Göral, R. ve Akgöz, E. (2017). Olumlu ve olumsuz geri bildirimlerin memnuniyet düzeylerine göre incelenmesi: Booking.com örneği. 18. Ulusal Turizm Kongresi, Mardin, 556566. TripAdvisor (2016). TripBarometer, Traveler Trends & Motivations Global Findings.
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Engin Tengilimoglu 0000-0001-7080-6147

Azize Hassan Bu kişi benim 0000-0003-2509-1415

Yayımlanma Tarihi 30 Haziran 2020
Gönderilme Tarihi 21 Eylül 2019
Yayımlandığı Sayı Yıl 2020 Cilt: 6 Sayı: 1

Kaynak Göster

APA Tengilimoglu, E., & Hassan, A. (2020). Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features. Journal of Tourismology, 6(1), 1-12. https://doi.org/10.26650/jot.2020.6.1.0010
AMA Tengilimoglu E, Hassan A. Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features. Journal of Tourismology. Haziran 2020;6(1):1-12. doi:10.26650/jot.2020.6.1.0010
Chicago Tengilimoglu, Engin, ve Azize Hassan. “Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features”. Journal of Tourismology 6, sy. 1 (Haziran 2020): 1-12. https://doi.org/10.26650/jot.2020.6.1.0010.
EndNote Tengilimoglu E, Hassan A (01 Haziran 2020) Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features. Journal of Tourismology 6 1 1–12.
IEEE E. Tengilimoglu ve A. Hassan, “Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features”, Journal of Tourismology, c. 6, sy. 1, ss. 1–12, 2020, doi: 10.26650/jot.2020.6.1.0010.
ISNAD Tengilimoglu, Engin - Hassan, Azize. “Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features”. Journal of Tourismology 6/1 (Haziran 2020), 1-12. https://doi.org/10.26650/jot.2020.6.1.0010.
JAMA Tengilimoglu E, Hassan A. Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features. Journal of Tourismology. 2020;6:1–12.
MLA Tengilimoglu, Engin ve Azize Hassan. “Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features”. Journal of Tourismology, c. 6, sy. 1, 2020, ss. 1-12, doi:10.26650/jot.2020.6.1.0010.
Vancouver Tengilimoglu E, Hassan A. Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features. Journal of Tourismology. 2020;6(1):1-12.
 Kapak Resmi İndir