A retrospective view of electronic word-of-mouth in hospitality and tourism management

• Published in: International journal of contemporary hospitality management Vol. 30; no. 1; pp. 313 - 325
• Main Authors: Litvin, Stephen W, Goldsmith, Ronald E, Pan, Bing
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 01.01.2018; Emerald Group Publishing Limited
• Subjects: Brand image; Business communications; Cellular telephones; Consumer behavior; Consumers; Customers; Digital marketing; Hospitality industry; Hotels & motels; Information sources; Interactive marketing; Internet access; Mobile advertising; Product reviews; Social networks; Tourism; Travel; User behavior; User generated content; Word of mouth advertising; Consumer generated media; Interpersonal influence; User-generated content; Social media; Electronic word-of-mouth
• ISSN: 0959-6119; 1757-1049
• DOI: 10.1108/IJCHM-08-2016-0461

Purpose The purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its future. The paper’s touchpoint is the authors’ earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions. Design/methodology/approach The paper summarizes the arguments of the authors’ earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination. Findings The authors conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future. Practical implications The authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses. Originality/value eWOM has emerged to become a highly influential element of modern marketing strategy. This look back at an early eWOM paper, with reflection on changes that have occurred and a view to the future, is of value as validation of an often cited article that set the stage for much subsequent hospitality research.