Purpose

This paper aims to investigate the impact of online identity orientation and online friendship homophily on online socializing, online information search and ethnic guests’ hospitality experiences.

Design/methodology/approach

The study uses structural equation modeling to test a conceptual model developed after reviewing hospitality literature. Data is collected from a sample of 514 Turkish-Dutch ethnic guests living in the Netherlands using a self-administered questionnaire.

Findings

The results show that online identity orientations aligned with minority and majority cultures impact online friendship homophily and online socializing, which subsequently impact online information search and hospitality experiences of ethnic guests.

Practical implications

On the whole, ethnic communities have considerable spending power. The findings point to heritage and mainstream cultural socialization accounting for travel and hospitality experiences within an ethnic minority group. The findings supply relevant information for hospitality sectors on services to endorse or promote to guests from ethnic communities.

Originality/value

The study examines the simultaneous effects of online identity orientations and online friendship homophily on online socialization and hospitality experiences of ethnic guests. It highlights the role of culture in explaining the use of social networking sites and its potential impact on hospitality-related behaviors and experiences of ethnic guest consumers.

中文翻译：

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在线身份定位和社交在信息搜索中的作用：以少数民族客人的接待体验为例

目的

本文旨在研究网络身份取向和网络友谊同质性对在线社交、在线信息搜索和少数民族客人接待体验的影响。

设计/方法论/途径

该研究使用结构方程模型来测试在回顾酒店文献后开发的概念模型。数据是通过自填问卷从居住在荷兰的 514 名土耳其裔荷兰裔客人中收集的。

发现

结果表明，与少数族裔和多数族文化一致的在线身份取向会影响在线友谊的同质性和在线社交，从而影响少数民族客人的在线信息搜索和接待体验。

实际影响

总体来看，少数民族群体具有相当的消费能力。研究结果指出，遗产和主流文化社会化对少数族裔群体内的旅行和接待体验产生了影响。调查结果为酒店业提供了向少数民族社区客人认可或推广服务的相关信息。

原创性/价值

该研究探讨了在线身份取向和在线友谊同质性对少数民族客人在线社交和接待体验的同时影响。它强调了文化在解释社交网站的使用方面的作用及其对少数族裔客人消费者的酒店相关行为和体验的潜在影响。