Resumo

LIMA JUNIOR, Josivaldo Atanásio de; MENDES FILHO, Luiz; SILVA, Gislainy Laíse da  e  SOUZA, Jackson de. ONLINE TRAVEL REVIEWS IN THE CHOICE OF TOURIST DESTINATION: A STUDY BASED ON THE THEORY OF PLANNED BEHAVIOR AND TECHNOLOGICAL ACCEPTANCE. Tur., Visão e Ação [online]. 2016, vol.18, n.2, pp.300-326. ISSN 1983-7151.  http://dx.doi.org/10.14210/rtva.v18n2.p300-326.

One of the forms of user-generated content (UGC) in tourism is online travel reviews (OTR), which consist of comments posted by travelers, such as reviews of their travels, positively or negatively influencing the travel planning process of those who read them. This research analyzes the behavioral and technological factors that influence the use of OTR when choosing a tourist destination, presents the profile of these users, and describes how OTRs are used when choosing a tourist destination. This is a descriptive research, with a quantitative approach using a sample of 118 tourists from Ponta Negra beach, Natal/RN, in October 2015. Structured questionnaires were used, which established a relationship between the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). The results show that the respondents made significant use of OTR when choosing a tourist destination. However, the respondents did not collaborate by sharing their comments, but only read them. In terms of factors related to the TPB and TAM, it was found that all achieved positive results, confirming the marked influence of OTR when choosing a tourist destination.

Palavras-chave : Online Travel Reviews; Theory of Planned Behavior; Technology Acceptance Model.

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