Title

Towards a Model of Electronic Word-of-Mouth and Its Impact on the Hotel Industry

Keywords

onsumer-generated feedback, eWOM, lodging, online reviews, social media

Abstract

Scholars and practitioners recognize that spreading word-of-mouth can play an important role in the formation of a hotel’s image. However, the relationships among various measures of online customer engagement are relatively unknown. The present study analyzes the relationships and quantifies the impacts of various measures of online engagement including the number of online reviews, overall rating, and relative ranking. The researchers used path analysis on a sample of 178 hotels to study the relationships among relevant variables and build a model to explain the impact of such measures (Figure 2). The results reveal there is a positive direct effect of the number of reviews on a hotel’s TripAdvisor rating. A negative direct effect was found between TripAdvisor rating and a hotel’s comparative ranking. Finally, the researchers discovered that TripAdvisor rating fully mediates the relationship between the number of reviews and a hotel’s comparative ranking. This article concludes with a discussion of both the theoretical and practical implications of such findings.

Publication Date

10-10-2016

Original Citation

Torres, E. & Singh, D. (2016). Towards a model of electronic word-of-mouth and its impact on the hotel industry. International Journal of Hospitality and Tourism Administration, 17(4), 472-489.

DOI

10.1080/15256480.2016.1226155

Number of Pages

472-489

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality & Tourism Administration

Volume

17

Issue

4

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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