The electronic word of mouth as a context variable in the hotel management decision-making process
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Published
10-03-2020
Carmen Berné Manero
University of Zaragoza
Andreea V. Ciobanu
University of Zaragoza
Marta Pedraja Iglesias
University of Zaragoza
Abstract
The tourism literature claims more research regarding the electronic word-of-mouth (eWOM) impacts management, as well as the application of multidisciplinary theories, specifically in hotels. In order to fill this gap, and taking advantage of the Behavioural Reasoned Theory (BRT), this research proposes and validates a model of the decision-making process of hotel managers about accepting and implementing of eWOM as a management tool. The aim is to explain this decision-making process by stages, considering eWOM characteristics as a context variable and the hotel performance as dependent variable moreover the intentions of future behaviour. A survey addressed to hotel decision-makers in Spain is used as the source of information. Applying Structural Equations Models, the results confirm the eWOM context variable as essential to obtain a better hotel performance through the motives of decision-makers, as well as these improvements do not influence the future behaviour. Therefore, the hotels must implement the eWOM management, supported by a strategic plan and trained staff.
How to Cite
Berné Manero, C., Ciobanu, A. V., & Pedraja Iglesias, M. (2020). The electronic word of mouth as a context variable in the hotel management decision-making process. Cuadernos De Gestión, 20(1), 111–136. https://doi.org/10.5295/cdg.170860cb
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Keywords
Behaviour, electronic word-of-mouth, hotels, management, performance, structural equations models
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Claudy, M.C., Garcia, R. and O’Driscoll, A., 2015. Consumer resistance to innovation: A behavioural reasoning perspective. Journal of Academy of Marketing Science, 43 (4), 528–544. DOI: 10.1007/s11747-014-0399-0.
Confente, I., 2015. Twenty-five years of Word-of-Mouth studies: a critical review of tourism research. International Journal of Tourism Research, 17 (6), 613-624. DOI: 10.1002/jtr.2029.
Davis, F.D., Bagozzi, R.P. and Warshaw, P.R., 1989. User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35 (8), 982–1003. DOI: 10.1287/mnsc.35.8.982.
Di Pietro, L., Di Virgilio, F. and Pantano, E., 2012. Social network for the choice of tourist destination: attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3 (1), 60-76. DOI: 10.1108/17579881211206543.
Erkan, I. and Evans, C., 2016. The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behaviour, 61, 47-55. DOI: 10.1016/j.chb.2016.03.003.
Faugier, J. and Sargeant, M., 1997. Sampling hard to reach population. Journal of Advanced Nursing, 26 (4), 790–797. DOI: 10.1046/j.1365-2648.1997.00371.x.
Filieri, R., 2015. What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in eWOM. Journal of Business Research, 68 (6), 1261-1270. DOI: 10.1016/j.jbusres.2014.11.006.
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