Channels of social influence for decision making in restaurants: A case study

Abstract

Consumers use the Internet to obtain information on tourism products and services. When evaluating the alternatives, they are faced with a large volume of information that makes their purchasing decision difficult. In this context, the generalized use of mobile instant messaging (MIM) has led to the implementation of chatbots in these channels, to help to plan the purchase. This research explores restaurant selection through a WhatsApp mobile instant messaging (MIM) chatbot. A study is made of the channels consulted by travellers on Web 2.0 as well as the search models and restaurant selection processes, and a case study is presented. The results allow the diagnosis of the main criteria of user behaviour in this type of conversational interface in the decision-making process related to gastronomic consumption.