To Read or not to Read? Dilemmas of Potential Tourism Visitors: Quantitative Study of Online Review Management from Slovakia

Kristína Pompurová (), Ivana Šimočková and Ľubica Šebová
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Kristína Pompurová: Matej Bel University
Ivana Šimočková: Matej Bel University
Ľubica Šebová: Matej Bel University

A chapter in Tourism, Travel, and Hospitality in a Smart and Sustainable World, 2023, pp 647-654 from Springer

Abstract: Abstract Electronic word of mouth has received intensive attention in the literature for several years. As interpersonal interaction is more pronounced in tourism than in other sectors, the impact of eWOM is intensified. The purpose of the paper therefore is to examine the extent to which the inhabitants of Slovakia as potential tourism visitors read online reviews and to analyze the reasons for reading reviews. The research sample included 2,407 respondents addressed online. Based on research results, age plays a decisive role when dealing with the number of review readers (decreasing moderately with increasing age). Slovak inhabitants prefer Booking platform and social networks to websites designed primarily to evaluate tourism products and services. The accommodation facilities reviews are being read to avoid disappointment from insufficient quality of services and to ensure the favorable ratio of quality and price. The results of the survey confirmed the importance of reviews in the consumer decision-making process and underline the fact that tourism businesses should pay greater attention to electronic word of mouth if they want to be successful.

Keywords: Online; Platform; Reviews; Visitors in tourism (search for similar items in EconPapers)
JEL-codes: Z33 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-29426-6_40

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DOI: 10.1007/978-3-031-29426-6_40

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