Proposal
Abstract:
Creating More Credible and Likable
Travel Recommender Systems
Travel recommender systems
are taking on an important role in helping online users make decisions.
However, system users may not automatically take the recommendations
into account for their decision-making process. It is important to
understand what factors can influence users to accept the
recommendations provided by recommender systems. Perceived credibility
and liking of the recommender system are proposed as important factors
that influence user’s likelihood to accept recommendations. The paper
outlines a study which will manipulate similarity and authority cues
embedded in recommender systems and will test whether they influence
perceptions of credibility and liking.
Keywords: recommender systems;
credibility; liking; similarity; authority.
Biography:
Kyung Hyan Yoo
is a Ph.D. student in the Department of Recreation, Park and Tourism
Sciences at Texas A&M University. She is a teaching assistant as well as
a research assistant for the Laboratory for Intelligent Systems in
Tourism. She received her Master degree in Advertising and Public
Relations from the New York Institute of Technology and has a Bachelor
of Arts from Kyung Hee University in South Korea. Before starting her Ph.D
program, she worked in marketing communication in South Korea as an
account executive for Porter Novelli, one of the biggest global public
relation agencies. As the main account executive for the Singapore
Tourism Board, Citibank and Qualcomm, she planned and coordinated a
number of destination events, global conferences and press trips. Her current research interests
include online tourist information search and decision making,
persuasive technology, word of mouth, destination recommender systems,
and source factors in online advice seeking relationships. She has
presented her research at various conferences, including ENTER and the
Annual Conference of the Travel and Tourism Research Association.
