The role of online identity orientation and socializing for information search: a case of ethnic minority guests' hospitality experiences

PurposeThis 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/approachThe 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.FindingsThe 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 implicationsOn 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/valueThe 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.