Home⇛Asian Journal of Tourism and Hospitality Research⇛vol. 4 no. 2 (2010)

Switching barriers and positive recommendations in online travel agencies

Ana Belen Del Rio-Lanza | Rodolfo Vazquez-Casielles | Leticia Suarez-Alvarez | Ana Maria Diaz-Martin

Discipline: tourism, transport and travel

 

Abstract:

The current work evaluates the role of the switching barriers in online environments distinguishing between positive and negative barriers. It also aims to examine the factors that favour positive recommendations to other customers. Results of the empirical study carried out among 480 users of online travel agencies show that positive switching barriers affect positive recommendations both directly and indirectly through their effect on trust. Negative switching barriers, in contrast, only have a direct and negative effect on positive recommendations.



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