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

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.