The Digitization of Word-of-Mouth in Travel and Tourism
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Date
2015-03-05T09:42:01Z
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Abstract
The research paper investigates the influence of hotel guest reviews on customer hotel preferences in the context of
online hotels’ booking applying a conjoint design. The empirical research shows that the subjects’ willingness to
pay is significantly higher than their reference price for hotels. In addition to that, the results of this study indicate
that reviews on the hotel in general and on the hotel’s rooms are perceived the most useful for consumers reading
reviews.
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Keywords
Eelectronic word of mouth, eWOM, Travel and Tourism,, Service sector, Hotel, International Journal of Advance and Innovative Research