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Hong Kong residents tend to spend their holidays by traveling overseas; hence, they reserve hotels online. Moreover, low-cost carriers have become popular and common, thereby resulting in an increase in the number of individual travelers. Accordingly, the online hotel industry can no longer ignore the potential segment of individual travelers. In addition, word of mouth (WOM) is significant in the decision-making process because of the development of Web 2.0. and Travel 3.0. Furthermore, previous studies were analyzed and only a few focus on the individual traveler perspectives on purchasing hotel reservations online. However, individual travelers have different culture and values compared with the public; the former has its own lifestyle, consumer behavior, and ego. Therefore, the investigation of individual travelers when purchasing hotel reservations online is a valuable research topic. Under all situations, WOM has become one of the crucial factors upon which individual travelers base their travel planning and decision. This study used the interpretivist approach to investigate the respondents’ experiences and views for exploring and understanding individual traveler’s perception. The current study adopted qualitative research toward the effects of WOM communication on purchasing hotel reservations online. To investigate the topic, in-depth interviews were conducted on 15 respondents who are individual travelers and travel alone. The interviews followed a semi-structured format using open-ended questions. Descriptive research was designed to gather the findings. In addition, this study provided the effects of WOM communication on purchasing hotel reservations online from the perspective of an individual traveler. New findings, effects of WOM from an individual traveler’s perspective, and recommendations are provided, thereby providing significant guidance to industrial practitioners to improve and formulate marketing strategies.

Word of Mouth Communication Influence of Online Hotel Room Reservation Confirmation: Case Study of Individual Travelers in Hong Kong