Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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A Study on the Attributes of Travel Information Entropy : Focusing on Online Travel Product Reviews
- Journal of Tourism Sciences
- Abbr : JTS
- 2020, 44(1), pp.79-98
- DOI : 10.17086/JTS.2020.44.1.79.98
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : August 19, 2019
- Accepted : November 24, 2019
- Published : January 1, 2020
Kang Do-Yong 1, Lee Tae Sook 2, Kim Chulwon 3
1레드캡투어
2강원관광대학교
3경희대학교
Excellent Accredited
ABSTRACT
Online reviews to obtain travel information by social network services have become more critical. Tourists tend to consider online reviews to be more believable than the information from tour operators and travel agencies. Online consumer reviews, in particular, are playing an increasingly significant role in travelers' purchase behavior. However, from the literature review, a wide range of information with different levels of certainty is available, and the different tourism information may result in different impacts on tourist behavior. This study employed “entropy” in the information theory that indicates the degree of uncertainty related to the information in the message. The information entropy theory assumes that high information entropy implies more uncertainty to customers. This study investigated and verified the entropy attribute of travel information through the integrated research methodology. As a result of the exploratory factor analysis for the validity test of the qualitative research, the study identified four factors as the entropy of travel information: asymmetry, discordance, distrust, and uncertainty. These findings hold significant implications for both travel agencies and marketers.
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