H8i: For a monthly travel to a unknown destinations perceived preference will be higher for Blogs than for Recommendations during the Dreaming stage H8j: For a monthly travel to a unknown destinations perceived preference will be higher for than for Recommendations during the Planning stage Variable testing: In these hypotheses we will try to determine whether Blogs or Recommendations are used more often per decision stage and per type of travel. We added this extra moderating variable to refine the factor usage. To add the most common types of travel, according to Calantone and Schewe, can better determine in which situation which platform is preferred more . In general we expect that experience format is used more amongst heavy Internet and young users, as they are active on the Internet and play into the social media hype . This hype consists of reading blogs, tweeting about experiences and posting about experiences abroad (Dickinger, 2011). On the contrary we expect that the older generation might prefer advice formats, such as travel websites, as these state more facts and general useful information. Furthermore we expect that the decision stage will vary the usage even more. As the two stages we look into differ in means of usage; during the planning stage people will want to inform themselves about their options where in the booking stage they will want to look at certain sites more directly and more specifically adjust their search pattern . After this study we will be able to determine which format provides the most reliable and credible information, which formats are preferred and which format provides the best insight and connection to the consumer given the decision stage the consumer is in. This will offer website providers and bloggers a better insight into different aspects to focus on, attract and maintain viewers. We will conduct two online questionnaires that we will distribute through different Facebook groups, several LinkedIn circles and mailings to friends and acquaintances of parents and family members. We chose for LinkedIn and mailings because this will expand the population tested with people who are more likely to be “light users”. People that do not have Facebook, that are older and more professional will be included in my research so we can compare different social groups to make conclusions more conclusive.
Reputable (5) Experienced (6) Knowledgeable (7) Qualified (8) Uncompromising (9) Ethical (10) Objective (11) This image represents an official online travel recommendation site. The lonely planet is a well-known platform for travel advice. On this site you can read about places to visit, sights to see, restaurants in the area, where you can find hotels and much more, all composed by professional who researched all destinations. Please examine the image below carefully and answer the questions below. Q15 How likely is it that you accept the advice that you would expect to find on this site? ______ Probability Q16 How likely is it that the advice that you would expect to find on this site would be useful to you? ______ Probability Q17 How likely is it that the opinions that you would expect to find on this site will be informative to you? ______ Probability Q18 How likely is it that you allow advice that you would expect to find on this site to choose a travel plan for you? ______ Probability Q19 How likely is it that you would be confident in accepting this sites' advice about traveling? ______ Probability