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eWOM vs. aWOM: AI Powered Word of Mouth and its Impact on Consumer Decision Making in Tourism

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  • Ștefania-Mădălina Sâsâeac

    (Faculty of Economics and Business Administration, "Alexandru Ioan Cuza" University of Iași, Iași)

  • Patricea Elena Bertea

    (Faculty of Economics and Business Administration, "Alexandru Ioan Cuza" University of Iași, Iași)

  • Alexandra Raluca Jelea

    (Faculty of Economics and Business Administration, "Alexandru Ioan Cuza" University of Iași, Iași)

  • Adriana Manolică

    (Faculty of Economics and Business Administration, "Alexandru Ioan Cuza" University of Iași, Iași)

  • Cristina Teodora Roman

    (Faculty of Economics and Business Administration, "Alexandru Ioan Cuza" University of Iași, Iași)

Abstract

This paper explores the impact of artificial intelligence (AI) on consumer behaviour in the online tourism industry, focusing on two types of Word of Mouth (WOM): electronic Word of Mouth (eWOM) and Algorithmic Word of Mouth (aWOM). While eWOM, driven by consumer-generated content on platforms like TripAdvisor, influences travel decisions, aWOM uses AI to provide personalized recommendations based on data analysis. Despite its potential for greater personalization, aWOM raises concerns about transparency and authenticity. The study, using in-depth interviews and a focus group, reveals a general preference for eWOM due to its perceived authenticity, with participants valuing credible, detailed reviews. The findings suggest that aWOM can complement eWOM but should be used cautiously in the tourism industry to maintain trust and transparency.

Suggested Citation

  • Ștefania-Mădălina Sâsâeac & Patricea Elena Bertea & Alexandra Raluca Jelea & Adriana Manolică & Cristina Teodora Roman, 2025. "eWOM vs. aWOM: AI Powered Word of Mouth and its Impact on Consumer Decision Making in Tourism," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 72(3), pages 489-517, September.
    • Handle: RePEc:aic:saebjn:v:72:y:2025:i:3:p:489-517:n:4
    DOI: 10.47743/saeb-2025-0026
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