How Travelers Use Online and Social Media Channels to Make Hotel Choice Decisions. A Comparative Study of Russian Federation and American Tourists’ Online Consumer Behavior

27 Pages Posted: 3 Dec 2015

See all articles by Sergey Kazakov

Sergey Kazakov

National Research University Higher School of Economics

Marina Predvoditeleva

National Research University Higher School of Economics

Date Written: December 2, 2015

Abstract

Over the last decades, the global hospitality and tourism (or H&T) industry has undergone dramatic changes. Among the factors stimulating the growth of the H&T industry, the spread of information and communication technologies (ICTs) and social media should be emphasized. The same trends characterize the Russian H&T industry as well. However, despite the significant role of social media in the Russian H&T industry, there is still a lack of understanding of Russian H&T customers’ behavior. The current study aims to fill this gap and demonstrates how Russian travelers use social media to make hotel choice decisions and share their experiences on social media after their travel is completed. In order to deliver a more thorough revealing of Russian travel consumers’ peculiarities and to discover if there is Russian uniqueness, the online behavior of American and Russian travelers is compared in this paper.

Keywords: hospitality industry, social media, ICT, customers’ behavior, Russia

JEL Classification: М150, M160, Z330

Suggested Citation

Kazakov, Sergey and Predvoditeleva, Marina, How Travelers Use Online and Social Media Channels to Make Hotel Choice Decisions. A Comparative Study of Russian Federation and American Tourists’ Online Consumer Behavior (December 2, 2015). Higher School of Economics Research Paper No. WP BRP 44/MAN/2015. Available at SSRN: https://ssrn.com/abstract=2698138 or http://dx.doi.org/10.2139/ssrn.2698138

Sergey Kazakov (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Marina Predvoditeleva

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

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