Table 2 Pre-decision stage Cluster 1:... | Emerald Publishing

Table 2

Pre-decision stage

	Cluster 1: Dissatisfied seekers,20%		Cluster 2: Content butcautious 25%		Cluster 3: Delightedadvocates
Inspiration	Observed (%)	Adjustedresiduals	Observed (%)	Adjustedresiduals	Observed (%)	Adjustedresiduals (AR)	χ²	p	Cramer’s V
Hotel reputation (132)	7	3.7	26	0.1	67	−3.1	18.008	<0.001	0.173
Previous experience of the hotel (130)	0	−6.3	24	−0.4	76	5.4	45.478	<0.001	0.275
Previous knowledge of the hotel (n = 59)	34	2.9	19	−1.2	47	−1.3	8.796	<0.001	0.121
Recommendation from friends and family (n = 117)	32	−4.2	25	0.4	43	3	15.138	<0.001	0.159
Search for information stage
Google (or another search engine) (n = 379)	21	1.5	27	1.5	52	−2.5	8.404	0.018	0.103
Hotel website (n = 229)	22	1.3	30	2	48	−2.8	48.862	<0.001	0.116
Feelings
Happy (n = 196)	1	−8	29	1.5	70	5	63.909	<0.001	0.326
Sure (n = 151)	2	−6.3	29	1.3	69	3.9	39.69	<0.001	0.257
Pleased (n = 111)	8	−3.4	32	1.7	60	1.2	11.878	0.003	0.141
Respected (n = 68)	3	−3.7	37	2.3	60	0.9	15.224	<0.001	0.159
Joyful (n = 65)	8	−2.5	26	0.2	66	1.9	6.783	0.034	0.106
Unsure (n = 65)	68	10.4	15	−1.9	17	−6.6	109.031	<0.001	0. 426
Worried (n = 60)	73	11.1	15	−1.9	12	−7.2	124.789	<0.001	0.456
Loved (n = 46)	2	−3.1	33	1.2	65	1.4	9.645	0.008	0.127
None of these feelings (n = 39)	56	6	13	−1.8	31	−3.2	36.216	<0.001	0.246

	Cluster 1: Dissatisfied seekers,20%		Cluster 2: Content butcautious 25%		Cluster 3: Delightedadvocates
Inspiration	Observed (%)	Adjustedresiduals	Observed (%)	Adjustedresiduals	Observed (%)	Adjustedresiduals (AR)	χ²	p	Cramer’s V
Hotel reputation (132)	7	3.7	26	0.1	67	−3.1	18.008	<0.001	0.173
Previous experience of the hotel (130)	0	−6.3	24	−0.4	76	5.4	45.478	<0.001	0.275
Previous knowledge of the hotel (n = 59)	34	2.9	19	−1.2	47	−1.3	8.796	<0.001	0.121
Recommendation from friends and family (n = 117)	32	−4.2	25	0.4	43	3	15.138	<0.001	0.159
Search for information stage
Google (or another search engine) (n = 379)	21	1.5	27	1.5	52	−2.5	8.404	0.018	0.103
Hotel website (n = 229)	22	1.3	30	2	48	−2.8	48.862	<0.001	0.116
Feelings
Happy (n = 196)	1	−8	29	1.5	70	5	63.909	<0.001	0.326
Sure (n = 151)	2	−6.3	29	1.3	69	3.9	39.69	<0.001	0.257
Pleased (n = 111)	8	−3.4	32	1.7	60	1.2	11.878	0.003	0.141
Respected (n = 68)	3	−3.7	37	2.3	60	0.9	15.224	<0.001	0.159
Joyful (n = 65)	8	−2.5	26	0.2	66	1.9	6.783	0.034	0.106
Unsure (n = 65)	68	10.4	15	−1.9	17	−6.6	109.031	<0.001	0. 426
Worried (n = 60)	73	11.1	15	−1.9	12	−7.2	124.789	<0.001	0.456
Loved (n = 46)	2	−3.1	33	1.2	65	1.4	9.645	0.008	0.127
None of these feelings (n = 39)	56	6	13	−1.8	31	−3.2	36.216	<0.001	0.246

Source(s): Authors’ own work