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변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
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- 검색키워드
- 저자 : Omid Tajeddini (검색결과 1 건)
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Thilini Chathurika Gamage,Kayhan Tajeddini,Omid Tajeddini 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.2
WeChat, a Chinese multi-purpose messaging, social media, and mobile payment app, is an emerging social media platform that has been integrated into the daily lives of Chinese people, including travel. However, despite the growing proliferation of WeChat, sur- prisingly, little attention has been paid to the gratifications obtained by Chinese travelers when using WeChat in travel- related decision-making. Adopting the well-grounded Uses and Gratifications Theory (UGT), this exploratory research paper aims to address this void in prior literature and identify why and how Chinese millennial travelers use WeChat to make hotel choice decisions. Findings stemmed from the semi-structured interviews using a combination of purposive and snowball sampling approaches with eighteen WeChat users reveals that hotel choice decisions through WeChat are influenced by various social, process, and content gratifications. As indicated in our findings, hotels in China should be aware of gratifications obtained by travelers in stimulating them to utilize WeChat in the hotel selection process. Further, our study contributes to extant UGT literature by empha- sizing that it has specific relevance and should be given more prominence within tourism, hospitality, and social media literature.
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