Influence of Electronic Word-of-Mouth (eWOM) on Consumer Decision in Tourism and Hospitality

Abstract

Purpose: Electronic word-of-mouth (eWOM) is communication between people on the internet in the form of text, images, videos to express their views and experiences on products and services. As eWOM has a wider reach than traditional word-of-mouth, the present study aims to look at how it impacts the consumer’s decision-making process while selecting the tourism / hospitality service provider.

Design/Methodology/Approach: This is an exploratory study which will be conducted by considering parameters such as the media platform and source of eWOM. The study would involve quantitative data collection using tools such as questionnaires.  

Practical Implications: In contrast to traditional WOM, eWOM has a digital footprint which can be monitored. Therefore, the study would help to understand how eWOM influences consumer-brand relationship in the tourism and hospitality sector and in turn can be used by the businesses to connect better with their customers.

Value: As the services of the tourism and hospitality industry are intangible products, the value in this study lies in how understanding and monitoring eWOM can be used by businesses to evaluate their offerings and also leverage the eWOM as a potential marketing tool.