The Significance of Electronic Word-of-Mouth (e-WOM) Content in the Shaping of the Visitor’s Perception of Quality and Value

Simon Caruana () and Claire Schembri
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Simon Caruana: University of Malta
Claire Schembri: University of Malta

A chapter in Tourism and Culture in the Age of Innovation, 2016, pp 535-550 from Springer

Abstract: Abstract Websites such as www.Lonelyplanet.com , www.holidaycheck.com and www.tripadvisor.com serve as perfect platforms where travelers may share their experiences and opinions on hotels, restaurants and a number of attractions within a destination. Electronic Word-of-Mouth Communication (e-WOM) is one form of this User Generated Content (UGC). This study looks at the literature related to quality, value and e-WOM and whether the same principles may be applied within the hospitality industry in Malta, in particular to try to understand how readers use e-WOM to form pre-purchase expectations of quality and value in a hotel. When quantifying value, guests tend to associate value with the amount of money paid, personalisation and flexibility for a specified service. However different guests tend to rate them differently. This is reflected in the reviews managers would find on e-WOM fora. Similarly, the evidence gathered suggests that different managers have somewhat different views of what defines quality. It is however evident that the ‘promise of quality’ is a critical factor in that one must provide the facilities promised/advertised as guests tend to include this in their perception of value and will definitely rate them. In spite of this, rather than a threat, management viewed e-WOM as an opportunity to showcase the strong points of the hotel and establish communication with customers, potentially creating loyalty.

Keywords: Electronic Word-of-Mouth; e-WOM; Quality; Value (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-27528-4_36

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DOI: 10.1007/978-3-319-27528-4_36

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