Millennials’ hotel restaurant visit intention: An analysis of key online opinion leaders’ digital marketing content

Zhuo  Li; Chantel  Chan; Yi-Fan CHEN; Wilco Wai Hung  Chan; Ut Lon  Im

doi:10.1080/1528008x.2023.2219467

Millennials’ hotel restaurant visit intention: An analysis of key online opinion leaders’ digital marketing content

Zhuo Li
, Chantel Chan
, Yi-Fan CHEN
, Wilco Wai Hung Chan
, Ut Lon Im

Li Ka Shing School of Professional and Continuing Education

Research output: Contribution to journal › Article › peer-review

7 Citations (Scopus)

Abstract

Social networking sites (SNSs) are popular platforms for people
to share and exchange information, especially for the millennial
generation. This research uses Hong Kong as a case to study
millennials’ SNS usage behavior and the impact of online key
opinion leaders’ (KOLs) reviews on millennials’ restaurant visit
intention. Using a mixed method, this study first develops
a KOLs online presentation framework, then investigates the
relative importance of different elements in a restaurant review
on buying intention. The findings reveal that Instagram,
Facebook and YouTube are the top three most popular SNSs
used by millennials in Hong Kong. In restaurant reviews posted
by KOLs, photos of food and ambiance, ratings and opinions on
food quality, and price are found to exert a significant and
positive impact on millennials’ restaurant visit intention. This
research not only extends the study of online opinion leadership
in the context of hospitality, but also provides practical recommendations for hotel and restaurant managers.

Original language	English
Journal	Journal of Quality Assurance in Hospitality and Tourism
DOIs	https://doi.org/10.1080/1528008x.2023.2219467
Publication status	Published - 2023

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10.1080/1528008x.2023.2219467

Cite this

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title = "Millennials{\textquoteright} hotel restaurant visit intention: An analysis of key online opinion leaders{\textquoteright} digital marketing content",

abstract = "Social networking sites (SNSs) are popular platforms for people to share and exchange information, especially for the millennial generation. This research uses Hong Kong as a case to study millennials{\textquoteright} SNS usage behavior and the impact of online key opinion leaders{\textquoteright} (KOLs) reviews on millennials{\textquoteright} restaurant visit intention. Using a mixed method, this study first develops a KOLs online presentation framework, then investigates the relative importance of different elements in a restaurant review on buying intention. The findings reveal that Instagram, Facebook and YouTube are the top three most popular SNSs used by millennials in Hong Kong. In restaurant reviews posted by KOLs, photos of food and ambiance, ratings and opinions on food quality, and price are found to exert a significant and positive impact on millennials{\textquoteright} restaurant visit intention. This research not only extends the study of online opinion leadership in the context of hospitality, but also provides practical recommendations for hotel and restaurant managers.",

keywords = "digital marketing, electronic word-of-mouth, millennials, online opinion leadership; key opinion leader, social networking site",

author = "Zhuo Li and Chantel Chan and Yi-Fan CHEN and Chan, \{Wilco Wai Hung\} and Im, \{Ut Lon\}",

year = "2023",

doi = "10.1080/1528008x.2023.2219467",

language = "English",

}

TY - JOUR

T1 - Millennials’ hotel restaurant visit intention: An analysis of key online opinion leaders’ digital marketing content

AU - Li, Zhuo

AU - Chan, Chantel

AU - CHEN, Yi-Fan

AU - Chan, Wilco Wai Hung

AU - Im, Ut Lon

PY - 2023

Y1 - 2023

N2 - Social networking sites (SNSs) are popular platforms for people to share and exchange information, especially for the millennial generation. This research uses Hong Kong as a case to study millennials’ SNS usage behavior and the impact of online key opinion leaders’ (KOLs) reviews on millennials’ restaurant visit intention. Using a mixed method, this study first develops a KOLs online presentation framework, then investigates the relative importance of different elements in a restaurant review on buying intention. The findings reveal that Instagram, Facebook and YouTube are the top three most popular SNSs used by millennials in Hong Kong. In restaurant reviews posted by KOLs, photos of food and ambiance, ratings and opinions on food quality, and price are found to exert a significant and positive impact on millennials’ restaurant visit intention. This research not only extends the study of online opinion leadership in the context of hospitality, but also provides practical recommendations for hotel and restaurant managers.

AB - Social networking sites (SNSs) are popular platforms for people to share and exchange information, especially for the millennial generation. This research uses Hong Kong as a case to study millennials’ SNS usage behavior and the impact of online key opinion leaders’ (KOLs) reviews on millennials’ restaurant visit intention. Using a mixed method, this study first develops a KOLs online presentation framework, then investigates the relative importance of different elements in a restaurant review on buying intention. The findings reveal that Instagram, Facebook and YouTube are the top three most popular SNSs used by millennials in Hong Kong. In restaurant reviews posted by KOLs, photos of food and ambiance, ratings and opinions on food quality, and price are found to exert a significant and positive impact on millennials’ restaurant visit intention. This research not only extends the study of online opinion leadership in the context of hospitality, but also provides practical recommendations for hotel and restaurant managers.

KW - digital marketing

KW - electronic word-of-mouth

KW - millennials

KW - online opinion leadership; key opinion leader

KW - social networking site

UR - https://www.mendeley.com/catalogue/092db5b5-6f9d-3bb6-bd98-76f53e98dfe5/

U2 - 10.1080/1528008x.2023.2219467

DO - 10.1080/1528008x.2023.2219467

M3 - Article

SN - 1528-008X

JO - Journal of Quality Assurance in Hospitality and Tourism

JF - Journal of Quality Assurance in Hospitality and Tourism

ER -

Millennials’ hotel restaurant visit intention: An analysis of key online opinion leaders’ digital marketing content

Abstract

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