Open AccessCritical accommodation information for travel opinion leader
Author(s) -
Chien Mu Yeh
Publication year - 2020
Publication title -
independent journal of management and production
Language(s) - English
Resource type - Journals
ISSN - 2236-269X
DOI - 10.14807/ijmp.v11i1.1021
Subject(s) - accommodation , tourism , perception , opinion leadership , business , public relations , marketing , psychology , political science , law , neuroscience
Potential tourists search for accommodation information once they decide to travel. Travel opinion leaders are critical accommodation information providers for potential tourists. However, we know little about travel opinion leaders’ perceived importance of accommodation information. The current study examined the relationship between travel opinion leadership and perceived importance of accommodation information. Results showed that there were significant differences in the perception of important accommodation information between the high and low travel opinion leadership groups. These results make theoretical and practical implications for tourism research and accommodation managers.