¿Los viajeros confian en el consejo obtenido de las comunidades de viajes en línea? un estudio basado en el Technology Acceptance Model (TAM)
DOI:
https://doi.org/10.5585/podium.v10i3.18546Palabras clave:
Comunidades de viajes online, Confianza, Destino turístico, Technology Acceptance ModelResumen
Objetivo del estudio: Analizar los factores que influyen en el asesoramiento obtenido en las Comunidades de Viajes Online (CVO) la elegir un destino turístico
Metodología/enfoque: Esta es una investigación exploratoria descriptiva con un enfoque cuantitativo. Se utilizaron técnicas de análisis estadístico y métodos multivariados básicos y avanzados, tales como modelos de ecuaciones exploratorias, confirmatorias y de ecuaciones estructurales, basados en el Paquete Estadístico para las Ciencias Sociales (SPSS).
Originalidad/relevancia: Este estudio corrobora los efectos de las dimensiones del Technology Acceptance Model (TAM) y Trust con la intención de seguir los consejos obtenidos en las CVO al elegir un destino turístico. Los resultados del Modelo Conceptual de esta investigación ayudan a los profesionales a estimular la participación del usuario / cliente desde la perspectiva de las interacciones de socialización basadas en la confianza y la actitud hacia la CVO.
Contribuciones teóricas/metodológicas: Al elegir CVO como fuente de información, los viajeros se sienten seguros de recibir consejos. Las dimensiones de la confianza (honestidad, benevolencia, competencia) se expresan en aspectos de la relación mutua entre usuarios, cuando asumen el rol de socios en CVO. Al integrar TAM, en este contexto, la confianza refuerza la relevancia y la contribución teórica de ser un antecedente significativo de intención en el comportamiento de viaje, respaldado por el papel social e informal de la comunicación en CVO.
Resultados principales: La confianza en CVO se muestra como el antecedente principal para formar la actitud hacia el consejo obtenido en CVO, en la utilidad percibida del consejo y en la intención de seguir ese consejo en CVO. Por otro lado, la utilidad no ha demostrado ser un factor determinante en la actitud o en la intención de seguir los consejos obtenidos en CVO.
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