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The electronic word of mouth as a context variable in the hotel management decision-making process

Author

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  • Berné Manero, Carmen
  • Ciobanu, Andreea V.
  • Pedraja Iglesias, Marta

Abstract

[EN] The tourism literature claims more research regarding the electronic word-of-mouth (eWOM) impacts management, as well as the application of multidisciplinary theories, specifically in hotels. In order to fill this gap, and taking advantage of the Behavioural Reasoned Theory (BRT), this research proposes and validates a model of the decision-making process of hotel managers about accepting and implementing of eWOM as a management tool. The aim is to explain this decision-making process by stages, considering eWOM characteristics as a context variable and the hotel performance as dependent variable moreover the intentions of future behaviour. A survey addressed to hotel decision-makers in Spain is used as the source of information. Applying Structural Equations Models, the results confirm the eWOM context variable as essential to obtain a better hotel performance through the motives of decision-makers, as well as these improvements do not influence the future behaviour. Therefore, the hotels must implement the eWOM management, supported by a strategic plan and trained staff.

Suggested Citation

  • Berné Manero, Carmen & Ciobanu, Andreea V. & Pedraja Iglesias, Marta, 2020. "The electronic word of mouth as a context variable in the hotel management decision-making process," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:36895
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    References listed on IDEAS

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    Cited by:

    1. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2023. "Motivations and attitudes towards consulting eWOM when booking accommodation," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 557-578, June.
    2. Jooyoung Hwang & Anita Eves & Jason L. Stienmetz, 2021. "The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study," Sustainability, MDPI, vol. 13(12), pages 1-33, June.
    3. Küster, Inés & Pascual, Juan J., 2021. "Non-monetary price perceived in e-peer-to peer accommodation. Airbnb guests’ perspective," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

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