Turkish Gen Y Customers’ Visit Intentions and Word of Mouth Activities Regarding Online Travel Agencies

  • Yigit Sebahattin Bozkurt
  • Emel YarimogluEmail author
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Tourism industry in Turkey has been developing dramatically. Adapting online technologies to tourism industry have become inevitable and travel agencies have started to transform their brick and mortar businesses to click and mortar, even click-only businesses, since they prefer to be accessible everywhere in the world. Online travel agencies have become popular alternatives during online travel planning and booking. Consumers can only get information from online travel agencies or they can buy from these websites. The aim of this research was to analyze the characteristics of Gen Y customers’ internet usage, and show the relationships between word of mouth activities regarding online travel agencies and visit intention to online travel agencies. Within this aim, the questionnaire was created and conducted in Izmir City with 240 Gen Y customers chosen by convenience sampling technique in April, 2017. Descriptive statistics, factor analysis, and regression analysis were used in data analysis. Findings showed that 81.7% of customers preferred shopping from the internet and 82.5% of customers preferred booking a hotel online. As a result of factor analyses, one dimension arose for visit intention to online travel agencies and one dimension was obtained for word of mouth construct. To test the hypothesis, regression analysis was implemented to the constructs and it showed that word of mouth explained 49.3% of variance in visit intention to online travel agencies. Results showed that Turkish Gen Y customers were open to use online technologies in tourism industry. It was suggested to travel agencies to use online channels and pay attention to word of mouth activities of their customers for increasing visit intention.


Generations Gen Y Online travel agencies Visit intention Word of mouth 


  1. 1.
    Ingelhart R (1997) Modernization and postmodernization: cultural, economic, and politcal change in 43 societies. Princeton University Press, Princeton, NJGoogle Scholar
  2. 2.
    Lissitsa S, Kol O (2016) Generation X vs. generation Y–A decade of online shopping. J Retail Consum Serv 31:304–312. CrossRefGoogle Scholar
  3. 3.
    Meredith GE, Schewe CD (1994) The power of cohorts. Am Demogr 16:22–31Google Scholar
  4. 4.
    Michalak W, Calder L (2003) Integration of e-commerce as a retail channel: impact of youth: on e-commerce trends in Canada. Prog Plan 60(1):111–126. CrossRefGoogle Scholar
  5. 5.
    Prensky M (2001) Digital natives, digital immigrants part 1. On Horiz 9:1–6. CrossRefGoogle Scholar
  6. 6.
    Williams KC, Page RA (2011) Marketing to the generations. J Behav Stud Bus 3:37–53Google Scholar
  7. 7.
    Yarimoglu EK (2017) Demographic differences on service quality and perceived value in private online shopping clubs. J Strateg Mark 25:240–257. CrossRefGoogle Scholar
  8. 8.
    Tan WK, Wu CE (2016) An investigation of the relationships among destination familiarity, destination image and future visit intention. J Destin Mark Manag 5:214–226. CrossRefGoogle Scholar
  9. 9.
    Han H, Hsu LTJ, Lee JS (2009) Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. Int J Hosp Manag 28:519–528. CrossRefGoogle Scholar
  10. 10.
    De Nisco A, Mainolfi G, Marino V, Napolitano MR (2015) Tourism satisfaction effect on general country image, destination image, and post-visit intentions. J Vacat Mark 21:305–317. CrossRefGoogle Scholar
  11. 11.
    Kuo YF, Wu CM, Deng WJ (2009) The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Comput Hum Behav 25:887–896. CrossRefGoogle Scholar
  12. 12.
    Dedeke AN (2016) Travel web-site design: information task-fit, service quality and purchase intention. Tour Manag 54:541–554. CrossRefGoogle Scholar
  13. 13.
    Ponte EB, Carvajal-Trujillo E, Escobar-Rodríguez T (2015) Influence of trust and perceived value on the intention to purchase travel online: integrating the effects of assurance on trust antecedents. Tour Manag 47:286–302. CrossRefGoogle Scholar
  14. 14.
    Abubakar AM, Ilkan M, Al-Tal RM, Eluwole KK (2017) eWOM, revisit intention, destination trust and gender. J Hosp Tour Manag 31:220–227. CrossRefGoogle Scholar
  15. 15.
    Hultman M, Kazeminia A, Ghasemi V (2015) Intention to visit and willingness to pay premium for ecotourism: the impact of attitude, materialism, and motivation. J Bus Res 68:1854–1861. CrossRefGoogle Scholar
  16. 16.
    Doran R, Larsen S (2016) The relative importance of social and personal norms in explaining intentions to choose eco-friendly travel options. Int J Tour Res 18:159–166. CrossRefGoogle Scholar
  17. 17.
    Wang P (2015) Exploring the influence of electronic word-of-mouth on tourists’ visit intention: a dual process approach. J Syst Inf Technol 17:381–395. CrossRefGoogle Scholar
  18. 18.
    Doosti S, Jalilvand MR, Asadi A, Khazaei Pool J, Mehrani Adl P (2016) Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image. Int J Tour Cities 2:137–148. CrossRefGoogle Scholar
  19. 19.
    Hamidizadeh MR, Cheh MG, Moghadam AH, Salimipour S (2016) Proposing a model of the effect of word of mouth on destination image of tourists and travel intention. Int J Asian Soc Sci 6:108–119. CrossRefGoogle Scholar
  20. 20.
    Albarq AN (2014) Measuring the impacts of online word-of-mouth on tourists’ attitude and intentions to visit Jordan: an empirical study. Int Bus Res 7:14–22. CrossRefGoogle Scholar
  21. 21.
    Jalilvand MR (2017) Word-of-mouth vs. mass media: their contributions to destination image formation. Anatolia 28(2):151–162. CrossRefGoogle Scholar
  22. 22.
    PR Newswire US (2005) Online travel purchases split evenly between travel agencies and suppliers’ web sites. Accessed 11 October 2005
  23. 23.
    Park YA, Gretzel U, Sirakaya-Turk E (2007) Measuring web site quality for online travel agencies. J Travel Tour Mark 23(1):15–30. CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Adnan Menderes UniversityAydinTurkey
  2. 2.Yaşar UniversityIzmirTurkey

Personalised recommendations