The effects of characteristics of corporate blog on tourists' lodging intention An example of bed and breakfast

Abstract

Tourists may rely on external information to make various decisions. By understanding the relation between information source characteristics and decision making, tourist operators can improve their communication and marketing efforts. Some businesses use corporate blog as a communication platform to engage their customers with the companies. Researches about the causal relationship between corporate blog and business marketing performance, yet, are scant. Based on 143 samples collected by questionnaire survey, this study found that vividness, interactivity of the blogs impact B&Bs' lodging intention via the mediation of the sense of intimacy; and that direction (positive/ negative) of product reviews posted in the blogs directly impact the lodging intention.