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Tourists’ Recommendations: WOM Becomes Digital

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019

Author

Listed:
  • Grubor, Aleksandar
  • Leković, Ksenija
  • Tomić, Slavica

Abstract

Tourism is a sector in which consumers – tourists widely share their opinions, experiences and recommendations. Due to the fact that tourist services cannot be evaluated before the purchase, word-of-mouth has been recognized as an influential factor and a significant resource of information transmission in the tourism market. Word-of-mouth has an important role in tourists’ decision-making processes, in which consumers – tourists rely on the suggestions from those who have experienced the service. With the increasing use of the Internet, a large number of consumers – tourists have begun to share their recommendations online. Electronic word-of-mouth refers to any positive or negative statement made by a consumer - tourist about a tourist service, which is available on the Internet. The digitalization of word-of-mouth has created numerous possibilities and challenges for hospitality and tourism marketers. This paper aims to examine the influence of traditional word-ofmouth and electronic word-of-mouth on tourists’ decision-making processes. Specifically, the purpose of this study is to investigate the effects of virtual interactions among consumers – tourists as a part of tourism promotion. This paper has provided a theoretical framework of word-of-mouth (WOM) and electronic word-of-mouth (eWOM) showing that electronic word-of-mouth plays an important role in the tourists’ decision-making process.

Suggested Citation

  • Grubor, Aleksandar & Leković, Ksenija & Tomić, Slavica, 2019. "Tourists’ Recommendations: WOM Becomes Digital," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2019), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019, pages 493-501, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
  • Handle: RePEc:zbw:entr19:207711
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    References listed on IDEAS

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    More about this item

    Keywords

    tourist market; consumers; recommendations; word-of-mouth (WOM); electronic word-of-mouth (eWOM);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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